Pharmavite Hires RPA to Handle Advertising for All-New SOYJOY™ Nutrition Bars

December 11, 2006


Santa Monica, Calif., Dec. 11, 2006 — Pharmavite today announced the hiring of RPA as its agency of record to handle all strategic planning, creative and media planning and buying for its all-new whole soy and real fruit nutrition snack bar, SOYJOY™. The agency will develop a comprehensive multimedia national campaign that will launch in early 2007. The launch campaign will mark the first use of a videoblog ("vlog") concept in advertising featuring stream-of-consciousness-type monologues about snackers' desires for real food.

"We hired RPA for its 360-degree marketing approach. We liked the fact that RPA has every discipline—including strategic planning, online marketing, events, creative and media—all under one roof," said Tom Zimmerman, Vice President, Business Development at Pharmavite.

A team of professionals from various disciplines within the agency will develop a truly integrated campaign, including :30 television spots, print, out-of-home, online and search marketing, Web-site development and extensive product sampling and event marketing. The creative team is led by David Smith and Joe Baratelli, both Senior Vice Presidents, Creative Directors at RPA.

About Pharmavite LLC For more than 30 years, consumers and retailers have trusted Pharmavite ( for high-quality, research-based products that contribute to optimal health and overall wellness. As a provider of great-tasting, nutritious products, Pharmavite is dedicated to helping people lead healthier lives through nutrition education and awareness. For more information on SOYJOY, visit

About RPA RPA, headquartered in Santa Monica, Calif., is the largest independent advertising agency based on the West Coast, with more than $1 billion in billings. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA also serves as a media planning and buying agency for clients such as MGM and Zatarain's. For more information, visit