Silk Canada is all smiles

A campaign to promote the new taste of Silk soy beverages includes an online 'Share your Smile' viral app, a Facebook game called Smile Tile and a Smile Gallery partnership with the Contact photography fest.

WhiteWave Foods is using social media and two contests to promote the new taste of its Silk soy beverages. With a ‘sip, savour, smile’ tagline, the campaign is targeting women 25 to 54, and includes in-store media, print ads, online banners, TV spots and Facebook ads, as well as presence on the brand’s website. Toronto-based Spider Marketing Solutions handled the creative, while Mindshare handled the campaign’s media buys.

The promo, which launched this month and runs through June 1, encourages Canadians to send their smiles to friends via the contest website, Users can upload a smile photo to the site gallery and be eligible to win more than $10,000 in digital camera prize packs. Silk Canada’s new Facebook page is also being used to direct people to the contest site. Additionally, the Facebook page includes the new Smile Tile game, which pulls friends’ pictures and plays like a game of Concentration. ‘We wanted to do something that would create organic, viral growth in Canada,’ explains Yanna Boland, account director at Spider, which developed both the microsite and the Facebook page.

The push is being supported in-store with shelf talkers, floor talkers and take-ones. The campaign’s print component consists of 1/3 page ads in Canadian House and Home, Best Health, Today’s Parent, Flare and Canadian Elle, among others. ‘The overall strategy with the media buy was targeting women, and getting them in the health and wellness category,’ explains Kwesi Holder, associate director at Mindshare. Banner ads will appear on websites such as Sympatico,, and the Olive Network. Meanwhile, 15- and 30-second TV spots and show sponsorships are airing on specialty, including W Network, HGTV, the Food Network and Slice.

Silk is also sponsoring the Contact Photography Festival in Toronto. From May 4 to 30, Silk Soy Beverages will present the Smile Gallery exhibit at Art Gallery Square, across the street from the Art Gallery of Ontario. Entries will be judged by Contact jurors for a chance to win the $1,000 best-of-show prize. Entries will be accepted until Monday, and will be viewable online after May 4.