O&M wins Soyjoy

Singapore - Otsuka Pharmaceutical has appointed Ogilvy & Mather Singapore to launch Soyjoy, a new fruit and soy bar in Singapore, following a three-way pitch against Dentsu and ADK.

"As work on the launch begins, a key focus for the team will be building the emotional affinity between Singaporeans and Soyjoy to reinforce its differentiation from the competition," Mark Wong, managing director, Ogilvy & Mather Singapore, said.

The launch campaign which includes TV and print has been slated to roll out during the second quarter of this year.

Soyjoy is a new product by pharmaceutical company, Otsuka Pharmaceutical, which is known for its popular sports drink, Pocari Sweat. Each Soyjoy bar carries seven selections of all-natural fruit & soy.