Soy-Milk Sales Boom Leads to First TV Ads

Soy milk’s growing popularity has led White Wave to launch the first TV effort for its Silk brand.

“Soy milk has become mainstream, [so] we’re finally able to use mainstream media to communicate our brand message,” said Mary Adams, director of marketing at the Boulder, Colo.-based client.

Two 30-second spots from Arnold, Boston, are testing this month in Philadelphia, along with print, promotions and grassroots marketing. White Wave spent an estimated $15-20 million on advertising in 2002.

In one execution, a strip of bacon and some cheese enlist the aid of a foil-wrapped item to plan the demise of a carton of soy milk.