Vitasoy: It's 'Face' Time!

In Hong Kong, Vitasoy is a household soy-drink brand established since 1940.

Vitasoy: It's 'Face' Time!

Agency: PHD Hong KongClient: Vitasoy (Hong Kong)Product: Vitasoy Soy Milk Drink

Objectives

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...

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