Integrated SOYJOY™ Nutrition Bars Launch Ad Campaign Evangelizes the Benefits of Real Food, "Real Is Revolutionary"

April 4, 2007


Santa Monica, Calif., April 4, 2007 — Pharmavite's new product launch for SOYJOY™ nutrition bars will debut on TV on April 9 and in print and online later in the month. The campaign developed by RPA, the largest independent advertising agency on the West Coast, marks advertising's first use of a videoblog ("vlog") creative device to capture snackers' desires for real food with the theme, "Real Is Revolutionary."

Speaking with consumers in the same manner in which they informally communicate among themselves, the campaign targets 25- to 49-year-old active, educated women with busy lives. These consumers are ?Healthy Realists;? they want to eat well but are realistic about their needs for convenience, balancing calories and enjoyable taste. They use nutrition bars as healthy snack alternatives as well as meal replacements. Beyond nutrition, food is a source of joy and comfort; but it can also be a source of frustration for many who struggle to maintain healthy eating habits.

"SOYJOY nutrition bars fulfill a missing piece of many people's diets?a healthy, real food snack. Our launch advertising campaign perfectly articulates consumer's desires for a healthy alternative using entertaining Internet-related devices across the web, TV and print," said Tom Zimmerman, Vice President, Business Development at Pharmavite.

Within the nutrition and wellness bar category, SOYJOY bars are an all-natural nutrition bar and offer a healthy alternative to the usual snack fare without the guilt of overindulgence. SOYJOY bars launched nationally in January 2007 in food, drug, mass market, convenience and natural food stores.

"This campaign is about truth, honesty and being real. This is real food being launched into a category filled with candy bars masquerading as nutrition bars. Because the Internet is where consumers are turning to find the truth behind the marketing, we've used that world as a reference point for all of our advertising," said David Smith, Senior V.P., Creative Director at RPA.

The media plan is comprised of a mix of national cable television, magazines, online display advertising and paid search. Four different print executions feature entertaining Web-address headlines like "IFYOUCANT-PRONOUNCE IT-DONT EAT-IT.COM." If curious users type the headline into a web browser, they will receive a unique, personalized flash intro based on theme of the headline.

The national cable TV buy includes more than 20 networks including A&E, E!, Food Network, HGTV, Lifetime, Nickelodeon, TBS and VH1.

Print will begin with April weeklies and May monthly women's publications in a combination of the health/fitness, beauty/fashion, celebrity/personality and women's general interest categories, including Elle, In Touch Weekly, InStyle, Natural Health, O, The Oprah magazine, People, Redbook, Shape, Runner's World (women's edition), Us Weekly, Women's Health and Yoga Journal.

The online advertising includes ad networks for broad target reach and content sites, complementing the print buy, including Evite, InStyle, iVillage, Yoga Journal,, People, and Shape. Banner ads integrate with the print Web-address headline creative. In addition, online tactics include search engine optimization with category and branded terms.

Creative Directors: David Smith & Joe Baratelli Art Directors: Nathan Crow & Chuck Blackwell Copywriter: Camille Sze Agency Producer: Nick Rogoff Interactive Art Director: Merlin Stonecypher Interactive Copywriter: Brenna Hajek Production Company & Location: Second Street Productions, Santa Monica Directors: Camille Sze, Nathan Crow, Chuck Blackwell, David Smith & Joe Baratelli Director of Photography: Joe Barnes Editor & Company: The Reel Thing Music/Sound Design: HUM

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, Lenox Financial Mortgage and Zatarain's. For more information, visit