DDB Group Hong Kong Repositions Vitasoy
Further elevating Vitasoy’s ‘Stand By Me’ positioning, DDB Group Hong Kong has developed a new thematic campaign for Hong Kong’s iconic soybean milk.
The new campaign speaks directly to the idea of relationships that the Vitasoy brand is built on, showing that by simply gifting a pack of Vitasoy, you can show your loved ones that you care and that you are ‘Standing By Them’.
“Stand By Me” is deeply rooted in Hong Kongers’ mindset and has become the DNA of Vitasoy – the brand is one of the most beloved brands in Hong Kong. With the new campaign we wanted to elevate “Stand By Me” by giving Vitasoy a more active role. At the same time we wanted to strengthen its association with our everyday lives, offering a stronger call to action and relevancy with consumers,” said a spokesperson of Vitasoy International Holdings Ltd.
The campaign spans TV, outdoor and point of sale. A thematic television commercial brings to life how people ‘stand by’ each other by giving friends and loved ones packs of Vitasoy. The ad features different daily scenarios; a team of happy hikers who all pull out two Vitasoy to share, a little boy who sits on his dad’s shoulders and shares his carton of Vitasoy, a newly engaged couple announce their good news on facetime and celebrate over a drink of Vitasoy, and a school graduation, where the students erect a Vitasoy sculpture that spells out ‘Stand By Me’.
The TVC runs with the iconic Stand By Me melody not only to bring out the essence of “Stand By Me”, but also with new lyrics to resonate with consumers emotionally.
Benny Ko, director of client services of DDB Group Hong Kong said, “A relationship between people in the digital age is relatively remote. People prefer to send their support through digital channels instead of showing it in person. Our new campaign helped the iconic Hong Kong beverage to transform from soybean milk to a symbol of support, providing our consumers with a human a way of express they care. Vitasoy is every Hong Konger’s relevant every day companion.”