Bean content at forefront of new Soya promotion

<p>HONG KONG: Kowloon Dairy has seen a four-fold increase in sales of its </p><p>Soya Gold soya milk brand since the start of its current TV and outdoor </p><p>campaign. </p><p><BR><BR> </p><p>The campaign, by M&C Saatchi, focuses on the high bean content of the </p><p>drink. The TV work has sugar cubes trying and failing to get on an MTR </p><p>carriage packed with soya beans, to show the high number of beans and </p><p>the low sugar content. The outdoor executions, on Texon bus shelters, </p><p>are designed to resemble Soya Gold packaging. </p><p><BR><BR> </p><p>M&C Saatchi Hong Kong chief executive officer Ian Thubron said product </p><p>difference was the obvious route to go down when advertising the brand: </p><p>"It's very rare nowadays that you get a product, particularly a packaged </p><p>goods product, with such a demonstrable point of difference - it has a </p><p>higher bean content, and also a lower sugar content. When you have a </p><p>product claim like that, you have to talk about it." </p><p><BR><BR> </p><p>Soya Gold had been available before the campaign, but had not been </p><p>formally launched. Thubron said that the four-fold sales increase </p><p>resulted in the product selling out across Hong Kong. The campaign, </p><p>which has a media value of HKdollars 2-3million over around a year, is </p><p>M&C Saatchi's first since it won the Kowloon Dairy account. </p><p><BR><BR> </p>