In 1998 as the Food and Drug Administration was preparing to announce that soy could be marketed as a "cholesterol-reducing" food, White Wave asked Carmichael Lynch Spong to build credibility for Silk Soymilk. There was just one problem: at the time soy was considered one of the yuckiest foods around. But that didn't stop us from helping White Wave transform Silk into America's best selling soymilk.

In essence, we helped change public opinion about soymilk - particularly Silk Soymilk. The PR campaign touted Silk's great taste and convenient availability in refrigerated milk cartons. Proactive media relations efforts stressed tips for incorporating soy into the diet, along with easy recipes and health benefits, including the FDA announcement. Silk appeared in myriad major media from USA Today and The New York Times to the "CBS Evening News" and "20/20."

Silk became more than the best selling soymilk. It catapulted yucky soy into mainstream American life. After years of being sold exclusively in health food stores, Silk is now found in virtually every supermarket in the country. White Wave was ultimately purchased by the largest milk company in the U.S., and Silk became one of its most recognized brands.

"Carmichael Lynch Spong helped White Wave introduce America to soymilk."
— Doug Spong