Healthy food producer Soylent has partnered with Wieden+Kennedy for overall brand development, marketing strategy and product campaigns.
W+K Lodge – a design engineering group within the agency that exists to shake up the way creativity works with technology – will be active in initiatives ranging from website and packaging design to media planning and creative direction, and in launching a new AI spokesperson.
“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.”
The partnership will help Soylent launch a new brand platform in Trish, a nutrition-obsessed artificially intelligent spokesperson, who will come to life across Soylent’s current channels and new virtual store on soylent.com. There, Trish will 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 a mystery-flavored 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 through 14 in various capacities, including a tasting on March 12 hosted by Trish and sampling opportunities throughout the weekend.