How does a 70 year old soy drinks brand engage a generation in their 20s and drive more usage consumption?

Clearly, we needed to refresh the brand to do so. Not easy with a steadfastly wholesome brand that was preparing for its 70th anniversary.

Today, technology connects but also alienates – friends don’t meet face to face, but face to Facebook. While friendship is always on – online – it seldom really warms up life.

On Vitasoy 70th anniversary, we saw an opportunity to reconnect with youth 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 greeting messages of 70 different moments (connections) to give our messaging-obsessed consumers a new way to express themselves, live and in-person.

We successfully crossed the digital divide, crossed the age gap and drove sales by 40% in just two weeks! Most importantly, we inspired people to consume Vitasoy in more occasions than before!