Vitasoy is a leading household soy drinks brand established since 1940, like an old friend of Hong Kong, one that has stood by its people for 70 years - cheering them on, quenching their thirst and helping them to bond.However, the brand’s core consumers are a new generation in their 20s who saw Vitasoy more like a distant uncle. Youth found Vitasoy’s communications irrelevant to them as it appealed more to parents and older adults.It was strategically important for Vitasoy to engage with this consumer segment as market share for soy drinks was losing out to other non-alcoholic beverages.

On Vitasoy’s 70th anniversary, we saw an opportunity to reconnect our target consumer by leveraging one of our strongest media channels – our own packs. By tapping into the very essence of “face time”, we transformed Vitasoy packs into 70 limited-edition packs that carried messages of 70 different moments to give our messaging-obsessed consumers a new way to express themselves, live and in-person.

It was a world first: 70 different packaging designs for one single product; 70 unique instant messages for 70 different moments; 70 unique ways of brand connection with youths in an extremely cost efficient way.

When our consumers made the effort to send their friends messages using our packs, we connected them with Vitasoy in a way that celebrated 70 years of friendship.

These not only aided consumers in building real human connections, but also drove sales of Vitasoy drinks, extending its usage consumption to more than just breakfast or hunger occasions. Sales increased by 40% YOY for value and volume in less than two weeks.We made +20,000 friends on our Facebook account in less than two weeks.

Over 3,800 pack designs were uploaded to the campaign website, 54 times more than the 70 we created!