Silk Canada has launched a new advertising and contest campaign to promote the upgraded taste of its plain and vanilla-flavoured Silk Soy Beverage products by spreading smiles across the country.
The “Sip, Savour, Smile” campaign is anchored by an online initiative that invites participants to upload digital photographs of themselves or acquaintances smiling to a contest microsite. Users can then send the smiling photograph, along with a message, to friends. Visitors to SipSavourSmile.ca can track how their photos are passed along between other site users.
Silk Canada has launched in-store creative, print ads, online banner ads and television sponsor tags to advertise the contest, which can also be entered through Silk Canada’s new Facebook page. Visitors to the page can also play the Smile Tile web game, a Concentration-style memory game which uses friends’ pictures. Toronto’s Spider Marketing developed the campaign’s concept and creative executions.
“When you enjoy something, the first thing you do is you tend to smile,” said Yanna Boland, account director at Spider Marketing. “We wanted to simply convey the joy that the great new taste of Silk brings.”
Consumers are not required to post a photo to enter the contest. All entrants are eligible to win random draws for one of three grand prizes of a digital camera and one of eight weekly draws for smaller prize packs. The contest launched earlier this month and continues through June 1.
To further promote its enhanced beverages, Silk Canada has also partnered with the Contact Photography Festival. Between May 4-30, the brand will play host to a festival exhibit entitled the Smile Gallery. Photographers who wish to be featured and become eligible for a $1,000 Best In Show prize—which will be awarded by a panel of judges from the festival—can submit a framed photo, as well as a digital version, to Silk Canada.
The leaders of Spider Marketing are smiling themselves over two recent senior-level hires: Eric McPherson was hired as digital project manager, while Sara White is the newest senior account manager. “We’re excited to have Eric and Sara on board as we ramp up for Q2,” said Rico DiGiovanni, president, Spider Marketing Solutions, in a release. “Both broaden our expertise and enhance our client offerings.”
