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 greeting messages for 70 different moments.

Sales increased 40% YOY in value and volume in fewer than two weeks. All 40,000 collectibles (at HK$2 each with purchase of every two Vitasoy packs) were sold out in two days.

The engagement level went far beyond expectations. We made 17,000 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 2,500 pack designs were uploaded, 36 times more than the 70 we created.

Major print titles picked up the story of Vitasoy’s 70 limited packaging designs, over HK$1.1 million (USD150K) free editorial coverage achieved.