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.
The creative work represents the choice between a sugary treat and a smart snack. It plays out in an epic, cinematic battle across an office desktop between jellybeans and soybeans. In the end, all-natural SOYJOY outlasts the sugar rush. This spot brings to life a real decision our target makes in an entertaining way and emphasizes SOYJOY’s functional benefits in the playful style of the brand.
Advertised brand: Pharmavite’s SOYJOY
Advert title(s): “Battle of the Beans”
Advertising Agency (Name, City, Country): RPA, Santa Monica, California, USA
Agency website: http://www.rpa.com
Creative Director: Mark Erwin
Art Director: Brian Farkas
Copywriter: Lauren Smith
Other additional credits:
Agency Producer: Monika Prince
Production Co: Brand New School
Executive Producer: Jennifer Sofio
Line Producer: David Wolfson
Director: Jens Gehlhaar, Ben Go
DP: Walter Lindenlaub
Editorial Company: Brand New School
Editor: Erik Barnes
Music Company: Human Music
Sound Design Company: Human Music
Animation Company: Brand New School
Post Supervisor: Darren Jaffe
Sound Mix Company: Margarita Mix
Sound Mixer: Nathan Dubin
Telecine Company: Moving Picture Company
Colorist: Mark Geffen
Principal Performer: Sarah McMaster
Published/Released/Aired (Month, Year): 1/1/09
延伸阅读：
SOYJOY，由日本大冢制药于2006年4月推出由大豆制成的健康食品。该产品于日本推出不久便广受上班族欢迎，短短五个月时间便于日本市场销售超过一亿条，因此而获得“综合评价首位”（日经市场活动日报-2007年9月24日）。其后产品更于美国、中国、台湾、韩国、印尼及香港等地销售。
SOYJOY使用大豆粉代替面粉作为原材料，大豆粉含有丰富蛋白质、膳食纤维及大豆异黄酮等，而大豆的营养可以自然的方式摄取。GI值低的食物亦有作减肥的效用。
