Vitasoy: It's 'Face' Time!
Agency: PHD Hong Kong
Client: Vitasoy (Hong Kong)
Product: Vitasoy Soy Milk Drink
In Hong Kong, Vitasoy is a household soy-drink brand established since 1940. Vitasoy is like an old friend of HK, one that has stood up by its people for 70 years – cheering them on, quenching their thirst and helping them bond.
However, the brand's core consumers are a new generation in their 20s who are confronted with plenty of beverage options (Soya drinks only accounted for 10.9% share-of-throat1). Youths also saw Vitasoy as a brand for old people2 and found its communications irrelevant to them as they appealed more to their parents and older adults.
It was strategically important for Vitasoy to engage with this consumer segment as market share for soya drinks was losing out to other non-alcoholic beverages (see Figure 1).