Soy milk meets real men, Vietnam Asia

Healthy soy milk for men, Vietnam Asia. This new performance based proposition soy milk from Vinasoy launched in December 2015 targets men for a category that has traditionally had a strong female association and user franchise.

Healthy soy milk for men, Vietnam Asia

Soymen clearly seeks to expand the category to men and win share of throat from other heath, nutrition and performance beverages.  The Soymen proposition adds green tea and promotes essential amino acids as a reason to believe muscle build and health.  The carton pack design of the soy milk successfully moves associations of carton packs away from children and females.  Bold colour cues (black and green) with a bevel edged tetra pak denote more masculine grip reinforce masculinity. Advertising visuals use sports and gym environments to add further connotations of masculinit and performancey.  The 250ml pack will again be a deliberate male portion sizing along with a wider retractable straw support the proposition. At a retail price of 8,400d versus Vinasoy’s own Fami soy at 4,500d for a 200ml pack, the price point may prove a barrier at launch.

Soymen – first soy milk for men TVC

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Richard Burrage
Richard Burrage twenty five years of experience in market research and strategic consulting. Richard has worked across Asia Pacific consulting across a range of industries and business issues. Richard has spent the last twenty years in Asia assisting in the development and building of numerous brands to achieve leadership positions. Richard is a UK national and resides in HCMC with his Vietnamese wife and their three children. Richard is the Managing Partner of Cimigo: www.cimigo.com
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