Vitasoy aims to remind Hong Kong what real soya goodness means in new equity campaign. The iconic beverage brand has been around for close to 80 years and has maintained its strong brand connection through the iconic “Stand by Me” platform used in the past 10 years. However, this year the brand is taking a "stand for realness to strengthen its connection with all ages", the press release said..
Working with Dentsu Hong Kong for the 2018 campaign, Vitasoy launched the 'Real Soya Goodness' campaign to remind consumers on the brand’s original purpose of providing “Real Soya Goodness” to every Hongkonger since 1940. To continue upon Vitasoy’s legacy as a leading companion beverage for Hong Kong people, the campaign puts the focus on the confidence to be true to oneself.
“Whether with friends or family, we wanted to remind Hong Kong that Vitasoy enables real moments of surprise and delight through a brand promise of real goodness.” – Rick Kwan, Executive Creative Director said.
Credits
General Manager: Popo Hu
Executive Creative Director: Rick Kwan
Group Creative Director: Sammy Lau
Creative Director: Anne Lam
Associate Creative Director: Kin Chan
Strategic Planning Director: Adrian Tan
Senior Account Director: Kelvin Chan
Associate Account Director: Katie Hui
TV director: Maisy Choi – Such Films
Music production: Click Music
Media agency: OMD
