Quirky commercials a departure for Vitasoy to appeal to youth market

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