LOS ANGELES, March 7, 2017 /PRNewswire/ -- Soylent today announced it has selected creative company Wieden+Kennedy (W+K) to partner with Soylent's in-house team on overall brand development, marketing strategy, and product campaigns. W+K Lodge will be active in initiatives ranging from website and packaging design to media planning and creative direction.
"Soylent believes in staying on the cutting edge of food technology and nutrition. We were looking for a creative and strategic partner with a thoughtful and innovative approach to complement our goals and objectives," said Soylent CMO Adam Grablick. "Having worked with Wieden+Kennedy in the past, I knew the team's fresh perspective and inventive spirit would be a perfect fit."
At the center of a new brand platform launching today is Trish, a nutrition-obsessed artificially intelligent spokesperson, who will come to life across Soylent's current channels and new virtual store on soylent.com, where she'll introduce herself and educate people on how to use a range of products. Trish's goal is to help make food decisions easier and stress-free, and she will inspire all brand communications, including broadcast, digital, social, and beyond.
"As a creative company that uses technology to help brands show up in unexpected ways, we love working with Soylent. They move fast to find better, cheaper ways to deliver nutrition, and they make us move fast to find smarter, more interesting ways to build a brand," said Paulo Ribeiro, managing director for W+K Lodge. "Experimentation is at the heart of both companies, and it will show up in the work."
As a nod to Soylent's core community, Trish also opened a Bitcoin-based store, Soy Route, on the Dark Web to give its biggest and most loyal fans first access to the rarest Soylent products. Launch items include: mystery-flavor Soylent, beef-flavor kit, Soylent pin pack, Soylent Drink multipack, and golden Soylent, signed by Soylent CEO Rob Rhinehart. Trish will continue to update the site with new offerings throughout the year.
In addition to Trish's debut across Soylent's channels and the Dark Web, she will have a presence in Austin at SXSW from March 10 to March 14 in various capacities, including:
- A Sunday, March 12, event hosted by Trish in the Austin area
- Sampling opportunities throughout the weekend in downtown Austin
For specific inquiries related to this new partnership, products, or any other questions regarding Soylent, please reach out to our customer service team at firstname.lastname@example.org or visit www.soylent.com for comprehensive product and FAQ pages.
Soylent is a producer of healthy, functional foods. CEO/Founder Rob Rhinehart and team developed Soylent after recognizing the need to expand access to quality nutrition by improving the food system through innovation. Soylent's products are produced with affordability and efficiency in mind to create food focused on our health and environment. The Company is headquartered in Los Angeles, CA. For more information, visit www.soylent.com.
About W+K Lodge
W+K Lodge is a design engineering group that exists to shake up the way creativity works with technology. Established in 2012, this team of curious-minded experts in machine learning, interaction design, real-time graphics, and other emerging areas of tech pushes to create technology that doesn't exist and develops experiences that bring brands to life in unexpected ways. W+K Lodge was founded by independent, privately held global creative company Wieden+Kennedy and is working on specific innovation assignments for key W+K clients like Nike, Samsung and KFC, as well as with fast moving startups like Soylent to build a new playbook for creative marketing. http://wklodge.com/
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