Soy milk meets real men, Vietnam Asia

Cimigo
Jan 21, 2016

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

More hot consumer market research trends Vietnam Asia

 

Wrapped in love: Celebrating togetherness during Lebaran with a biscuit tin

Apr 15, 2025

Biscuit tin: a sweet tradition that remains a favourite during Lebaran The Lebaran moment has

Vietnam’s economy 2025: strong Q1 growth meets global trade uncertainty

Apr 11, 2025

Vietnam’s economy in 2025 surged with a strong first-quarter performance, posting impressive

Vietnam consumer trends 2025

Feb 23, 2025

Vietnam consumer trends 2025 Vietnam consumer trends 2025 explores the eight reasons Vietnam will