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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My Noodlez health conscious noodles Indonesia Asia

My Noodlez from Indofoods has a compelling consumer innovation with a proposition as the first healthy instant noodle for kids, with noodles made from carrot and seaweed.  Tackling children as a target group appeals to mum and child alike.


Indomie is the dominant instant noodle brand in Indonesia from Indofood.  Sales are increasingly challenged on two fronts; firstly competitor innovations such as Mie Sedaap from Wings Food and secondly Indonesian consumers seeking healthier lifestyles which is challenging instant noodle consumption.

Instant noodles are commonly served to children as a convenient breakfast. My Noodlez may just keep instant noodles on the breakfast menu at home. Healthier lifestyles and diets are one of the key consumer trends in Indonesia, Asia.

The marketing challenges are twofold; firstly a price position which is double that of regular Indomie.  This certainly limits consumption to wealthier households but supports a healthier marketing proposition.  Secondly marketing a healthy noodle may raise consumer concerns further regarding other instant noodles, certainly a brave proposition when you are the largest instant noodle brand.

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Cimigo, a market research agency Indonesia, Asia presents the latest consumer trends.