Pharmavite Touts the Joys of Soy

NEW YORK Making its first foray into packaged foods, Pharmavite is hoping an integrated campaign launching next week to will help its new SoyJoy bars stand out in a crowded category.

Created by RPA, Santa Monica, Calif., the first leg of the $30 million-plus campaign, tagged “Real is revolutionary,” breaks with TV on Monday, followed by print and online ads later this month to target 25-to-49-year old active women.

The entry of SoyJoy marks a first for Pharmavite, a supplement/vitamin maker of brands like Nature Made and Olay, into the $3 billion healthy bar segment that includes entrenched brand leaders like General Mill’s Nature Valley and Kraft’s Balance Bar.

Launched