COHN & WOLFE SUCKS UP SOYMILK BUSINESS
By Adnews Staff
Cohn & Wolfe of Toronto has been selected to handle Canadian public relations for the International Prosoya Corp. Its first project will be the launch of SO NICE Soy Beverages, a new line of soymilk products. These drinks are produced through a process known as airless cold grinding, which the company maintains results in a smooth drink with no "beany" taste. SO NICE will be available in four flavors: natural, original, vanilla and chocolate. It will be available in health food stores and some grocery stores by April. Although Prosoya does not have an ad agency at this time, it is looking for one and expects to reach a decision within the next two months. There is no announced budget for the launch, but in addition to an ad campaign it will be supported by in-store materials including recipes using soymilk. These plans come hard on the heels of Neilson Dairy's introduction of its soymilk product, Soy Delight, earlier this month.