Leading local beverage brand Vitasoy wanted to build a tangible connection with its consumers around its 70th anniversary in the market.
Working with DDB, the company rolled out a month-long initiative based on its original 'Stand by me' brand campaign, which spoke directly to the idea of friendships and relationships that the Vitasoy brand is built on.Rather than using traditional advertising, the campaign used the brand's key asset - its packaging - as the core communication vehicle. A total of 70 unique hand-drawn designs featuring a range of conventional and quirky messages such as 'Happy birthday' and 'Happy first kiss anniversary' were printed on the cartons and showcased on a Facebook fan page. Additionally, animation was displayed on the recently developed digital escalator crown, allowing commuters to view short videos as they stood on the escalators in Causeway Bay's MTR.
In just two days, Vitasoy sold more than 100,000 of the collectible packs and in a little under two weeks Vitasoy's value sales jumped by more than 40 per cent compared to last year's sale figures.
This article was originally published as part of the 2010 Top 1000 Brands report.