In 2011, penetration of soymilk was just 1,5% of the milk industry. Fresh milk was dominant and most consumed
with 31.6% share. However, the growth rate (CAGR) of soymilk currently is forecast at 7.7% (Euromonitor) which
was even higher than fresh milk (7.5%).

There was an opportunity for Fami to launch a new soymilk product in the market considering the potential
growth rate within the soymilk category, yet there was a challenge in that they needed to overcome the indirect
competing product – fresh milk.

The habit of fresh milk consumption in Vietnam is very strong. Though people may be aware of the benefits of
soymilk, they still do not have a strong reason to consume soy milk instead of fresh milk. Thus, finding a
functional benefit with the emotional attachment that can create a good reason for consumers to drink soymilk
was the biggest challenge for the launch.

Planning & Execution

Based on the business strategy, the product was focused in rural/sub-urban areas where the target audience
would be different from the urban population. There was a long discussion about who would be the core target
audience for the new product with the benefit of added calcium, whether it should be kids or teenagers. While the
client was initially preferring the kids segment, the agency had the data to convince the client to focus on
teenagers. Rural people are simple and they love every single fun moment that happens around them.
Sometimes it’s just a small thing but it creates a big impact on their enjoyment of life.


Still focusing on the functional benefit of strong bones, we added in a fun element of the result of the strong
bones which created a big impact on the target audience. The iconic action of “breaking something” after drinking
Fami Canxi registered strongly with all of the target audience, and even after a few years with different
approaches, people still recalled it clearly.

Effectiveness / Results

We established a long term platform for Fami that became a case study in advertising and marketing classes in
Vietnam. The new variant helped Vinasoy double its sales, making its parent company one of the strongest
players in the Vietnamese Stock Market. Fami Calcium also became the flagship product of the entire
corporation. We were the first agency to create this result from the message of strong bones in 2013, and after 5
years the direction was renewed with new materials.

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The Campaign Asia-Pacific Team