Inside the Campaign: Ignited and Soylent Launch “Need/Want” Campaign

In the series Inside the Campaign, the 4A’s features creative work from its member agencies. Here, Ignited shows its recent work for Silent.

Campaign: “Need/Want”

Agency: Ignited

Client: Soylent

Soylent came to Ignited looking for a campaign that would drive topline revenue and generate awareness—quickly. This aggressive goal, combined with Soylent’s extremely driven, time-strapped audience of dreamers, makers and doers, presented us with a unique challenge. Soylent customers recognize the importance of fueling their body for success and yet, their ambitions and busy schedules are often at odds with their nutritional needs. To win them over, our campaign had to be both compelling and catch their attention ASAP.

The Need/Want campaign centers around the insight that in order to get everything done, we must always compromise between what we need and what we want. Time, convenience, nutrition, mood and cravings all play a factor in our decision. But Soylent actually satisfies both our needs and wants with one bottle. This campaign demonstrates that with a series of quick, memorable and relatable moments.

Commuter :30

Greens :30

Gamer :30

Soylent™ is a pioneer in food technology, producing healthy, functional foods that are good for the body and the planet. In 2013, Founder Rob Rhinehart developed the first iteration in his kitchen after recognizing the need for a simpler, more efficient food source. Soylent uses science and technology to solve the challenges plaguing the current food system and work toward its mission of providing access to quality nutrition to people across the globe.

Available at and on Amazon, Soylent’s innovative products include Original Powder and 14 oz. Ready-to-Drink bottles available in Original, Cacao, Strawberry, Cafe Mocha, Cafe Chai, and Cafe Vanilla. The Company is headquartered in Los Angeles, CA. For more information, visit

Founded in 1999, Ignited is where management consulting combines with creative marketing to spark transformative growth. Ignited, an independent agency, provides strategic consulting, brand development, digital, media and experiential marketing services. Its category expertise includes food & beverage, consumer electronics, gaming, and government. For more information, visit

David Lock
VP, Business Development
[email protected]