WhiteWave Foods conducts Silk campaign
WhiteWave Foods has begun a national campaign promoting its Silk soy beverage product. The campaign, developed by Spider Marketing Solutions of Toronto, consists of an online contest at <http://www.sipsavoursmile.ca>. Visitors to the site can enter by submitting a photograph of a smile to the site. The site also encourages visitors to forward pictures to other people. The winner will receive a digital camera prize package worth approximately $10,000. "What better way than a smile to help clearly, quickly, and simply communicate the taste benefit of Silk's new flavour enhancements," said Craig Jenkins, creative director at Spider. "A smile transcends language, race and distance. It has the power to not only change the way you feel but can change the way others feel around you. Everything we do around this campaign, from the website to in-store, to our game on Facebook is about that power that everyone has." The contest is being promoted with in-store materials, as well as print, television and online advertising. The creative uses the tagline, "Sip. Savour. Smile."