The 30-second TVC is adapted from the Japanese version, and is supported by PR, print, and online. Asatsu-DK handled creative and media.
“The marketing challenge for us is that as Soyjoy is a new product in Hong Kong, where people are not familiar with non-genetically modified food and the preventive benefits of eating soya beans,” said Otsuka marketing manager Anise Chow. “It’s not easy to change the eating habits of Hong Kong people. They may know of the nutritional value of soya beans, but they feel that it tastes bland.”
“The marketing challenge for us is that as Soyjoy is a new product in Hong Kong, where people are not familiar with non-genetically modified food and the preventive benefits of eating soya beans,” said Otsuka marketing manager Anise Chow. “It’s not easy to change the eating habits of Hong Kong people. They may know of the nutritional value of soya beans, but they feel that it tastes bland.”
Soyjoy is the latest addition Otsuka’s product range in Hong Kong, which includes Fibemini and the highly successful energy drink Pocari.