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.

Sales +40% YOY in just two weeks and +26% YOY in a month!

All 40,000 collectibles were sold out in two days.

We made +20,000 friends (fans) on Facebook in less than two weeks. One fan even developed a Facebook application that 7,000 people signed on to use. Over 3,800 pack designs were uploaded, 54 times more than the 70 we created.Our packs became the talk of the town with over HK $1.1 million in free press.

Post campaign, consideration in consumption increased from a mere ‘breakfast’ drink to anytime drink. Youths also thought Vitasoy as ‘innovative’ (89%) and ‘understands me’ (69%).