RPA to Lead the SoyJoy Revolution

LOS ANGELES Independent RPA has picked up domestic creative and media duties on Pharmavite’s SoyJoy bars after a review, according to Kirt Danner, agency vp, director of marketing.

The new product is expected to launch next spring with a $30 million-plus marketing budget, according to Danner. “[Pharmavite] is carrying the whole soy flag around the globe. They believe this nutrition bar is in a class by itself,” he said.

Creative directors David Smith and Joe Baratelli will guide campaign development, working with copywriter Camille Sze and art director Chuck Blackwell.

The brand positioning is, “Real is revolutionary,” Danner said. RPA is located in Santa Monica, Calif.

Client vp, business development Tom Zimmerman said, “We hired RPA for its 360-degree marketing approach. We liked the fact that RPA has every discipline under one roof.”

Danner said the assignment includes strategic planning, buying, traditional TV, direct response, print and online marketing, including Web site development and search. The campaign will also include the agency’s first use of video blogs, allowing consumers to tout the product. The campaign is expected to start in the spring.

“It will be great to launch a brand that will have such a national presence immediately,” said Danner. “Because of Pharmavite’s retail network, you’ll see [SoyJoy] everywhere.”

The Mission Hills, Calif., company conducted the SoyJoy review concurrently with a recently concluded contest in which WPP’s Ogilvy & Mather won its Nature Made vitamin line [Adweek Online, Nov. 20].