“Twenty-Somethings” are tech-savvy. Technology has connected them to more people than ever before. Yet, with more digital connections, they have fewer human connections. There’s more screen time than face time; more text messages than moments together.

On Vitasoy’s 70th Anniversary, we created limited-edition packs 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.

Sales:Sales increased 40% YOY for value and volume in fewer than two weeks.All 40,000 collectibles - attainable for two dollars with purchase of two packs - were sold out in two days.

High level of engagement:We made 17,000 friends, not just fans, on our Facebook account in less than two weeks.

One fan even developed a Facebook application that 7,000 people signed on to use.Over 2,500 pack designs were uploaded, 36 times more than the 70 we created.Free media:We got an estimated 1 Million HKD (USD130K) in free press, remarkable considering we did not use celebrity-endorsements