SoyJoy annihilates bad snacks Western-style

Building on the success of last year’s ‘Much effort, little effort’ campaign, Ogilvy & Mather Singapore launched a three-part animated series for SoyJoy that portrays it as the perfect antidote against unhealthy snacks in a humorous, if slightly violent fashion.

Ogilvy & Mather Singapore has held the account since February 2008, and the target audience for this campaign is women aged between 25 to 35-years-old.

Troy Lim, creative director said, “Most women have constant battles with their weight, and more often than not, the common enemy to weight management is unhealthy snacking. By positioning SoyJoy as the anti-snack, we want women to feel empowered to fight bad snacks with low GI Soy Joy.”

Titled 'Showdown at Hawthorn Village', 'The massacre of fries' and 'The last revenge', each episode between 45-60 seconds long features various characters taking on junk food such as curry puffs, donuts, french fries and fried chicken with Soy Joy bars as their weapon. After the villains are slain, consumers are invited to take the anti-snack pledge on the site.  An event held on September 16 and 17 saw the four bad snacks making an appearance, and consumers shooting at them with toy guns to win attractive prizes.

Explaining the rationale for an online campaign, Jon Loke, head of art at Ogilvy & Mather Singapore said, “We're targeting upwardly mobile women who spend a large part of their time on the move. Online is the perfect medium to reach them while they're out and about.”

The online campaign also coincides with the launch of the new SoyJoy's website which, within the first two months of its launch in July, garnered more than 26,000 hits.