This direct mail piece for Revival Soy is meant to build awareness for the clinically proven weight loss benefits of soy protein. The piece maintains the brand's upscale positioning and speaks clearly and conversationally about the power of soy to help you lose weight. We knew standing out from the tons of junk mail promoting weight loss required an entirely different approach, respecting the time and intelligence of our affluent, health conscious audience. The piece worked with a higher than average return and the long-term impact of making Revival Soy the "trade up" brand in the increasingly crowded soy market.