Most of the Taiwanese youth do not have enough intake of vegetables because they always work late and eat out.

Bomy Vegetable Juice targeted the youth by hitting them with vegetables and wants to kick this bad habit and make youth perfect balance by a humourous way.

Bomy Vegetable Juice has been the most familiar vegetable juice brand among the local market. However, it has failed to trigger consumer's purchasing, especially among the 20-40 year-old group, although people are clear about its brand proposition. We also found that most of this consumer group does not have enough intake of vegetables because of the long working hours and always eat out.

In order to raise the purchasing, Bomy Vegetable Juice aimed at the 20-40 group, which is the youth as the target audience and want to communicate them in a way they understand.

Therefore, we use a pun of "hitting", directly hit the youth by vegetables, literally presents how we aim the youth target hard instead of showing them the product function which is the common approach for the juice advertising.