SoyJoy romance blooms with Ogilvy

Singapore - Ogilvy & Mather has launched an integrated campaign to debut SoyJoy, a new fruit and soy bar brand, in the Singapore market comprising of TV, press, print, outdoor, and PR elements.

SoyJoy is new product launched by pharmaceutical company, Otsuka Pharmaceutical and the campaign kicked off with a TVC on MediaCorp's Channel 5, 8 and U, as well as on cable channels such as AXN, Discovery Travel & Living, and ESPN. Press, print and outdoor initiatives launch later in the month.

The creative plays up the pairing of soy with fruit through an animated story featuring the romance between a soy-head male character and a hawthorn berry-head female character.

"In addition to introducing what the product is about, the other key focus for us in this launch campaign is to build the emotional affinity between SoyJoy and Singaporeans. The contrast in the slightly cheeky portrayal of couple moments with the anime execution gives the campaign an interesting edge and is a refreshing take to communicating what the product is about," Maurice Wee, Creative Director for Ogilvy & Mather Singapore, said.

Otsuka Pharmaceutical handed Ogilvy the brief following a three-way pitch to launch the new product, as reported by Marketing in February.