The new performance based proposition from Vinasoy launched in December 2015 targets men for a category that has traditionally had a strong female association and user franchise.
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 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.
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