RPA Lands Pharmavite Snack Bar Account

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Leading Los Angeles independent shop RPA, longtime agency for American Honda Motor Co., is taking a big leap into the package-goods business with the win of the $30 million to $35 million Pharmavite SoyJoy account.

Pharmavite is making a major investment in its move into the competitive nutrition bar category by building a new plant in Valencia, Calif., for the whole-soy and real-fruit nutrition snack bar. SoyJoy, in test markets since June, will be distributed in food, drug and mass market retailers in early spring backed with an ad campaign that ranges from traditional TV spots to a videoblog, or vlog, featuring stream-of-consciousness monologues about snackers' desires for real food. The brand positioning: "Real is Revolutionary."
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