To further elevate its “Stand By Me” positioning, Vitasoy has unveiled a new ad campaign to show that by simply gifting a pack of its soybean milk, you can show your loved ones that you care and that you are “standing by them”.
Created by DDB Hong Kong, the ad features different daily scenarios – a team of happy hikers who all pull out two Vitasoy to share; a little boy who sits on his dad’s shoulders and shares his carton of Vitasoy; a newly engaged couple announce their good news on face time and celebrate over a drink of Vitasoy; and a school graduation where the students erect a Vitasoy sculpture that spells out “stand by me”.
45-sec master version:
30-sec A version
30-sec B version
“With the new campaign we wanted to elevate ‘Stand By Me’ by giving Vitasoy a more active role. At the same time we wanted to strengthen its association with our everyday lives, offering a stronger call to action and relevancy with consumers,” said a spokesperson of Vitasoy International Holdings Ltd.
The campaign spans TV, outdoor and point of sale. A thematic television commercial brings to life how people “stand by” each other by giving friends and loved ones packs of Vitasoy.
The TVC runs with the iconic Stand By Me melody not only to bring out the essence of “Stand By Me”, but also with new lyrics to resonate with consumers emotionally.
“Relationships between people in the digital age is relatively remote. People prefer to send their support through digital channels instead of showing it in person,” said Benny Ko, director of client services for DDB Group Hong Kong.
“Our new campaign helped the iconic Hong Kong beverage to transform from soybean milk to a symbol of support, providing our consumers with a human way of expressing they care. Vitasoy is every Hong Konger’s relevant everyday companion.”
Client: Vitasoy International Holdings Ltd
General manager: Irene Tsui
Executive creative director: Clifford Ng
Director of client services: Benny Ko
Group creative director: Frankie Fung
Creative director: Paul Yu
Associate creative director: Ben Ling
Senior art director: Tony Cheung
Art director: Nelson Tsui
Senior account director: Grace Lam
Associate account director: Cafy Choi
Account executive: Kenchy Chan
Head of TV production: Annie Tong
TV producer: Denise Wong