Marissa Brassfield
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Pharmavite’s new ad for SOYJOY fruit bars pits the soybean in an epic battle against jelly beans. This ‘Battle of the Beans’ will determine which mid-afternoon snack is best to maintain energy. Naturally, the soybeans win out. They’re organized, well-equipped with the protein to outlast the jelly beans’ sugar rush. The SOYJOY ad’s tagline, “Win the battle. Conquer the day,” brings the point home. The ‘Battle of the Beans’ SOYJOY spot was created by RPA advertising agency with creative director Mark Erwin, art director Brian Farkas and copywriter Lauren Smith.  The “Battle of the Beans” spot captures the brand’s 2009 strategy: the perfect midafternoon snack. Research had shown that the whole soy, real fruit and other natural ingredients in SOYJOY keep both blood sugar stable and energy levels steady. This balanced boost is especially important during the dreaded midafternoon slump.
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