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