Vitasoy takes Gen Z audience on a peachy journey with new campaign

Vitasoy has taken Hongkongers and Gen Z audience on a “Peachy journey” with a new campaign, promoting its new product Vitasoy low-sugar peach soybean milk. 

Running from April until June 2025, the campaign aims to drive total brand penetration by strengthening brand engagement among Gen Z consumers. It also aims to drive awareness of the product, ultimately promoting the full fruity product range and supporting total brand expansion. 

Done in partnership with creative agency Metta/We Are Social, the campaign comprises a 15-second video ad featuring a young female student being accompanied by the peach soybean milk as she sits her mid-term exam. The campaign focuses on expanding Vitasoy's presence across various consumption occasions, said a spokesperson from Vitasoy.  

“We aim to significantly drive consumer consideration through this new flavour by delivering a cohesive and comprehensive consumer experience that showcases the appeal of our full fruit-flavoured offerings.” 

Following the success of last year's Vitasoy low-sugar banana and strawberry soymilk launches, the new campaign aims to further deepen the brand's penetration among younger, innovation-driven consumers.  

Targeting the mass public aged between 18 and 44, as well as Gen Z consumers, the introduction of new low-sugar peach soymilk will support a multi-layered strategy designed to broaden consumption occasions, and accelerate overall brand expansion, added the spokesperson. 

On the other hand, the communication strategy for the campaign is built around a consumer-centric approach. “We aim to connect with individuals seeking small moments of daily satisfaction by positioning this light and low-sugar product as a welcome touch of sweetness in their busy lives,” said the spokesperson. 

“To sustain momentum and engage a younger audience, our strategy includes a continuous stream of online and offline activations, notably featuring a big impact outdoor buy showcasing the unique character we've developed for this new product.” 

Furthermore, Vitasoy will be creating an immersive event that offers personalised experiences and opportunities for product sampling.  

Stella Li, senior marketing manager, Vitasoy, said, “We are thrilled to introduce our peach launch, which celebrates not only the refreshing flavour of peach but also the joy this peachy fruit brings to consumers.” 

“This initiative embodies our commitment to quality and innovation, ensuring that every sip delivers a delightful experience. Furthermore, the immersive event allows us to connect with consumers, let them try our new product and also interact with the whole Fruity range to build affinity and buzz around our new range,” she added. 

Kathy Wong, general manager, Metta/We Are Social, said, "This campaign we've crafted is designed to introduce Vitasoy's exciting new flavour as a daily little escape, engaging the 'New five senses' to create moments of pure delight for consumers. By forging emotional connections and highlighting the unique appeal of this product launch, we're aiming to make everyday life a little brighter with every sip." 

Matt Tse, executive creative director, Metta/We Are Social, said, “Our campaign tagline celebrates the product’s refreshing taste while resonating with Gen Z’s daily micro-moments. Introducing a peach character instead of a traditional celebrity allows us to craft a more iconic and ownable visual identity, adaptable across all touchpoints.” 

Chesta Siu, head of social, Metta/We Are Social, said, "We're leveraging social media to build a frictionless online-to-offline experience for this launch. It's our core amplification engine, ensuring that initiatives like our extensive advertising and the 'Scan & Get' mini-site, which uses QR codes to deliver coupons and event passes, effectively drive foot traffic to our offline activations."

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