Soyjoy uses fruity love story to woo Singapore

Developed by Ogilvy & Mather Singapore, illustrations of a soy-headed male character and his berry-shaped girlfriend being caught in moments of passion in strange locations run on press and posters around the city-state.

Their romantic pursuits culminate in a 30-second TV spot in which the soybean paces nervously in a hospital, in anticipation of his child, before his hawthorn berry girl gives birth to a fruit bar. Maurice Wee, creative director at Ogilvy & Mather Singapore, explained: “In addition to introducing what the product is about, we wanted to build emotional affinity between Soyjoy and Singaporeans.”

“The contrast in the slightly cheeky portrayal of couple moments with the anime execution gives the campaign an interesting edge and is a refreshing way of communicating what the product is about.”
The product’s distributor, Otsuka Pharmaceutical, is also keen to position the nutrition bar as a “healthy snack” among Singaporean women.

“Primarily, women in their 20s to 40s who are urban and sophisticated, yet active and health-and-lifestyle conscious,” said R. Suhendar, product manager of Soyjoy.

 Ogilvy won the brief to market the Japanese fruit and soy bar in February after a three-way pitch with Dentsu and Asatsu-DK.