GOT SOY? GIVING THE SIMPLE BEAN A COMPLETE MAKEOVER
Soy milk is considered an old man’s drink in Thailand.
Liquid milk is a $US2billion industry. Soy milk represents only about a fifth of that. So when the Ministry of Commerce decided to raise the price of soy beans, Vitamilk TOGO was in deep trouble.
Thais drink soy milk based on health and function. Price is also the main driver of brand choice. How to sustain Vitamilk TOGO’s consumption in times of increased soy bean price?
MEDIA STRATEGY: KNOW-THEN-SHOW
Switch our target and capture the image-conscious consumer with our glass bottle through awareness and trial media.
EXECUTION IDEA: WINDOWS TO EXPRESS YOURSELF
Our ‘new target’ are image-driven consumers. Drinking out of a glass bottle reflected trendiness and sophistication. It was a territory never chartered before by a soy milk brand.
March to May period:
· Sales volume increased by 30% to total Lactasoy’s 13%.
· Sales value increased by 26% to total Lactasoy’s 12%.
· TOM awareness increased from 10% to 16%
· Spontaneous awareness increased from 45% to 53%
Brand penetration increased 33% YoY.
(Source: Nielsen Brand Vitality Tracking Study, Wave 1/2013)