To appeal to the working woman in Singapore, the strategy employed was to ride on the biggest obstacle that women face when it comes to keeping the pounds off: the amount of ‘Effort’ they would need. SOYJOY is thus positioned as the secret to staying slim using minimal, or ‘little effort’.

With this campaign, plays up the extreme methods some women use to stay slim; which require ‘Much Effort’, and juxtaposes this against the ‘Little Effort’ expended when eating SOYJOY Low GI, a snack that helps to keep their waistlines slim.Moreover, the TV spot ‘Tattoo’ was shot entirely in Tokyo because SOYJOY is 100 percent Japanese. We are also riding on the Singaporean fascination with Japan and its products. The result is a memorable, quirky campaign that carries a distinctly Japanese sense of humor."