Repositioning itself as the source of whole soy, SoyJoy plays on its name and the feeling you get from being good to yourself - or as PRA put it "The 2008 SOYJOY re-launch campaign connects the energy and power of joyful exuberance to the healthy benefits of whole soy. It makes SOYJOY the catalyst for joy—the kind of joy you get from knowing that you are doing something good for your mind, body and spirit."
Since the target market are optimistic creatures this called for some happy illustrations so RPA got the visual artistic style for the campaign through Roman Klonek, Simon Peplow and Gary Taxali.
Personally, I had no idea that "whole soy" even existed let alone was something I'm supposed to eat, but perhaps the follow-up campaign can explain that to me. Then again, being the beer-guzzling cynical depressed person that I am, I'm likely not the target market. ;)