A new advertising campaign for Vitasoy has just broken in Hong
Kong, marking the first creative work that Saatchi & Saatchi Hong Kong
has produced since winning the account late last year.
The three-spot TV campaign focuses on the tagline "Always good for you"
(not to be confused with Vita Lemon Tea's "We love you just the way you
are", also produced by Saatchis).
The creative work takes a tongue-in-cheek approach to make the product
more appealing to its youth market.
According to Saatchis ECD Craig Davies (also regional CD for Asia), the
idea was to take the wholesome image of Vitasoy and make it more
relevant to the young people of Hong Kong.
"It's not really a repositioning," he told MEDIA.
"It's always occupied the ground of being healthy and wholesome. Its
image was like 'mother's milk' - it was the kind of drink that mothers
gave their children, but when the kids grew up and could make their own
purchase choices, they tended to go for something else. So we set out to
make it appeal to these kids again."
The three commercials demonstrate a quirky humour, filmed deliberately
to look like they had been shot with low budgets, bad acting and dodgy
production values.
This, Mr Davies said, was creative licence, intended to hit the mark
with young viewers, and tested "extremely well".
The spots introduce themselves as "Vitasoy's Tutorial Classes", and
feature young people acting out situations in which their language or
conduct is slightly impolite or embarrassing.
The campaign is a departure for Vitasoy, primarily because it doesn't
take itself too seriously.
As Mr Davies said, "It's all good, clean fun. And we all need more of
that in Hong Kong."
