Hong Kong — Vitasoy, the iconic soymilk brand rooted in Hong Kong City for more than 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. Through dentsu international Hong Kong’s ‘Planting Goodness Every Day’ campaign platform, Vitasoy aims to represent its wide portfolio of plant-based products everyone is familiar with.
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 and beverages every day.
The ‘Planting Goodness Every Day’ campaign visualized Vitasoy’s genuine and wholesome brand personality showcasing its portfolio of products including Classic, Calci-Plus and VitaOat, 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 is a branding mnemonic device that holds the various stories and product strengths, set in daily moments including social gatherings, workouts, and home cultivation.
David Kim, group CMO at Vitasoy International, said, “We continue to be poised for growth at all times, including the future. 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 as to build a better future with our consumers together.”
Meanwhile, Simone Tam, CEO of dentsu international Hong Kong, commented, “Vitasoy is our long serving client. 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.