• April 6, 2007

Pharmavite breaks a campaign Monday for its new SOYJOY nutrition bars using two TV spots that feature individual women speaking to the camera appearing as if they are in a videoblog to capture the snack bar's positioning as true and honest real food with the theme "Real Is Revolutionary."

"This is real food being launched into a category filled with candy bars masquerading as nutrition bars," said David Smith, senior vice president and creative director at RPA, the Santa Monica, Calif.-based agency that created the effort. "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."

All television, print and online advertising for the $30 million marketing effort supporting the product leads back to the Web.

Print ads for the product--whose four varieties feature colorful packaging atypical for the category--carry headlines in upper-case letters with URLs leading to specific Web messages.

Pharmavite, best known for Nature Made vitamins, launched SOYJOY in January.

--Laurie Petersen