SoYJoY

To distinguish ourselves further from the highly competitive energy bar market, our campaign suggested SOYJOY's whole soy bars weren't just packed with flavor and nutrition. Each SOYJOY bar was "Fortified with optimism", which we found resonated with this health conscious, upbeat, mostly female audience. All the work in the series featured "optimistic art", which we showcased in a series of events and art openings. As part of the Optimism campaign, we sponsored events such as Yoga in the middle of Times Square for 1,000 people, and an all-soy fiber fashion show in LA, complete with a live mural painting by one of our optimistic artists. The events were broadcast live online and content was posted and then shared, furthering the optimistic word. By the end of the year, trial was up 67% awareness 70%, and sales up 93%.