New-look Vitasoy stares down the competition

The soy milk beverage is seeking to revitalise its brand, having retained the same branding and marketing activity for several years.

“The aim is to reinforce Vitasoy’s leading position and to rejuvenate the brand after a few years without a TVC launch,” said Cedric Lam, business director at PHD in Hong Kong.

Though the market leader, Vitasoy faces competition from brands such as Yeo’s in its core soy drink category. The packaging has changed colour and typeface, and the new design has been rolled out to retail outlets.

The creative work, developed by DraftFCB, focuses on the relationship between a father and son.
A teaser print ad was published around Father’s Day to tie into the theme, followed by an out-of-home teaser ad at the busy Causeway Bay MTR station.

Separately, Vita Chrysanthemum, one of Vitasoy’s non-soy offerings, has launched an advertising campaign aimed at a younger, trendier audience. The activity was developed by DDB, with media handled by PHD.