Vitasoy undergoes brand refresh by dentsu Hong Kong reinterpreting its plant-based heritage
Vitasoy, the iconic soymilk brand rooted in the city for 80+ years, is making a substantial move to evolve its branding by reviving its plant-based heritage to resonate with modern consumers’ desire for a healthier and nutritious lifestyle, with the campaign platform “Planting Goodness Every Day” by dentsu international Hong Kong to represent Vitasoy’s wide portfolio of products including Classic, Calci-Plus and VitaOat.
The Vitasoy brand has been planting its goodness in Hong Kong since the 1940s to serve affordable and plant-based soy milk for everyone. Their long commitment transcended and transformed through time to now a heritage that shall be rejuvenated to sync with the needs of contemporary consumers and to remind them that greater goods are achieved through daily small practices, such as consuming plant-based food & beverages every day.
The “Planting goodness every day” campaign visualized Vitasoy’s genuine and wholesome brand personality showcasing its portfolio of plant-based products, from its most iconic range of Vitasoy classic products to its functional line of Calci-Plus range, to its latest new product, VitaOat. The new brand equity stamp as a branding mnemonic device that holds the various stories & product strengths, set in daily moments including social gatherings, workouts, and home cultivation.
“We continue to be poised for growth at all times, including the future.” said David Kim, Group Chief Marketing Officer at Vitasoy International. “We are happy to reintroduce what we have cared about since the beginning as a tribute to our past and bring forward our heritage so to build a better future with our consumers together.”
“Vitasoy is our long serving client.” said Simone Tam, CEO, dentsu international Hong Kong. “Knowing the brand has a rich and devoted heritage, we are happy to revive it and modernize it, so the brand stays relevant and connected with the young generation through its wide range of plant-based products.”
Credits
Chief Executive Officer: Simone Tam
Chief Creative Officer: Jeffry Gamble
Chief Strategy Officer: Shiggy File
Creative: Keith Liu, Toby Hong, Ronald Yiu, Kaye Wan, Kuga Ku, Caleb Lam, Andrea Choi
Head of Creative Services: Christy Leung
Account Service: Diana Tam, Bethany Yiu, Kelvin Chan, Chin Fung Cheng
