15th May, 2000
A Funny Thing Happened on the Way
to the Television
It may appear that Vitasoy has started to teach the
young people of Hong Kong a thing or two about the use
of wholesome language and social etiquette.
But all is not quite as it seems.
The new advertising campaign, which started
on May 3, has its tongue firmly planted in the cheek.
Goodbye to our award winning, warm, emotional
and touching style of previous Vitasoy commercials.
Say hello, instead, to three quirky commercials that
look like ETV with a sense of humour.
After 60 years of development, Vitasoy
would like to relate more closely with the youth market,
making the brand more contemporary and refreshing.
The idea was to take the wholesome image
of the Vitasoy brand and make it more relevant to young
people in Hong Kong.
So why not take a little creative license
and make the brand so wholesome that it even attempts
to educate people on wholesome behaviour?
And what better way to do it than to apply
the style of educational films and TV programmes that
young people have grown up with in an amusing way?
The commercials, introducing themselves
as Vitasoy's Tutorial Classes, feature young people
acting out situations in which their language or conduct
is slightly impolite or embarrassing.
There's a young schoolboy who clumsily
interrupts a conversation about hairstyles between two
schoolgirls he doesn't know.
A lumbering male adolescent is reduced
to tears after seeing a melancholic movie with his good
friend.
And finally, a basketballer whose friend's
criticism is anything but constructive.
In each case, these scenes are interrupted
by quick remedial lessons which resolve the issues with
varying degrees of success.
To accentuate the good-natured fun, the
campaign line, "Always good for you -- Vitasoy"
is sung rather unprofessionally over the pack shot at
the end.
The new campaign marks a major departure
for Vitasoy. Not least because it doesn't take itself
too seriously.
It's all just good clean fun.
After all, it is said that "laughter
can shorten the distance between people" and so
we hope that the new series of Vitasoy commercials will
bring Vitasoy closer to the Hong Kong consumers.
For further information please contact:
Ms. Stella Lung,
Public Relations Department,
Vitasoy International Holdings Ltd.
Tel: 2468 9644
e-mail:
pubrel@vitasoy.com
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