Nutritional supplement maker Pharmavite today breaks the first advertising for its new all-natural snack bar, SoyJoy, with TV and print ads whose main purpose is to send consumers online.
Four print ads each carry a strange URL for a tongue-in-cheek Web site, like Soyeaters-MakeBetterLovers.com and Yoga-ForYourMouth.com. Two TV spots send viewers online to see a video blog (vlog) of a snacker in search of “real” food.
The campaign positions SoyJoy as a healthier alternative to “candy bars masquerading as nutrition bars.” The ads, themed “Real is Revolutionary,” play up SoyJoy’s natural ingredients.
The four sites open with a different “posting” that emphasizes one element of SoyJoy’s recipe. A note from “Emy” on SoyEaters-MakeBetterLovers.com makes the link between soy and heart health; Yoga-ForYourMouth.com plays up taste. The remaining two sites, IfYouCant-PronounceIt-Dont-Eat-It.com and Hey-Man-IjustNeedaSnack.com, riff on the ingredients of rival nutrition bars.
Aside from their initial Flash introductions, all four sites have the same format and information. Ad agency RPA, Santa Monica, CA, handles the campaign.
The four-flavor line of snack bars targets 25- to 49-year-old active women that Pharmavite calls “healthy realists” who balance concerns about nutrition with convenience and taste.
SoyJoy launched nationally in January; this is first advertising for the brand. Pharmavite, whose flagship brand is Nature Made vitamins, is entering a crowded field: the $3 billion nutrition bar industry has about 130 brands already. But Pharmavite thinks it can carve out a niche.
“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,” said Tom Zimmerman, Pharmavite vice president of business development, in a statement.
The TV spots run on 20 cable networks, including A&E, Food Network and Nickelodeon. The print ads appear in April weeklies and May monthly women’s magazines including Elle, InStyle, Natural Health, O The Oprah magazine, People, Redbook, Shape, Runner’s World, Us Weekly and Yoga Journal. Banner ads linking to the sites support.
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