The launch campaign will use TV and print, and will break in the second quarter of this year. Mark Wong, managing director, Ogilvy & Mather Singapore, said: "As work on the launch begins, a key focus for the team will be building the emotional affinity between Singaporeans and SOYJOY to reinforce its differentiation from the competition.”
SOYJOY is a new concept from pharmaceutical company Otsuka Pharmaceutical, the maker of popular sports drink, Pocari Sweat.
