June 2008
Ogilvy & Mather has developed an integrated campaign to debut SOYJOY, a brand new fruit and soy bar, in the Singapore market. The campaign started running mid last week and includes TV, press, print, outdoor and PR.
The agency was handed the brief in February following a three-way pitch to launch the new product by Otsuka Pharmaceutical Co. Ltd.
Said Maurice Wee, Creative Director, Ogilvy & Mather Singapore: “In addition to introducing what the product is about, the other key focus for us in this launch campaign is to build the emotional affinity between SOYJOY and Singaporeans. Playing up the pairing of soy with fruit, we created a story featuring a couple, a soy-head male character and a hawthorn berry-head female character stealing moments of joy. And the product of their happy union is SOYJOY.”
“The contrast in the slightly cheeky portrayal of couple moments with the anime execution gives the campaign an interesting edge and is a refreshing take to communicating what the product is about.”
The campaign kicks off with a 30-second TV spot running on MediaCorp Channel 5, 8 and U, AXN, Discovery Travel & Living, ESPN. Press, print and outdoor will kick off later in the month. PR initiatives will support the campaign.
SOYJOY is a new product by leading pharmaceutical company, Otsuka Pharmaceutical Co. Ltd which is known for its popular isotonic drink, Pocari Sweat. With currently four selections of all-natural fruit & soy bars under the range, each SOYJOY bar is made with whole soy and real fruits –marking a first for the category in the market as well as filling the gap for a delicious, healthy, and all-natural nutrition bar.
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