Vitasoy: Stands by every moment

Soya drink Vitasoy wanted to extend its usage beyond breakfast and to tackle the problem of its core young Hong Kong consumers trending towards ready-to-drink coffee and tea, milk and energy drinks.

Vitasoy: Stands by every moment

Jan Lee, Joann Ngai and Kam Fatt Chen

Campaign details

Brand owner: Lana Chiu/Cynthia HoBrand: Vitasoy International Holdings (Vitasoy)Agencies: creative agency DDB Group (Hong Kong); media agency PhD (Hong Kong)Country: Hong KongChannels used: Outdoor, out-of-home, Packaging and design, Point-of-purchase, in-store media, Product and other sampling, Product placement, TelevisionMedia budget: Up to 500k

Executive summary

How did a big fish jump out of a shrinking pond?

How could a brand drastically revitalize itself in a declining category after losing its share to other non-alcoholic beverages?...

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