SoyJoy was a little know brand operating in a surprisingly crowded and competitive protein bar market. To be successful, it needed to distinguish itself from the pack.
After reviewing the big players in the category, it was clear that these bars are “engineered” and heavily fortified with unnatural ingredients. However, SoyJoy is an all-natural product that derived its functional benefits from real food ingredients. We found this to be highly appealing to the target audience.
The opportunity was to position SoyJoy against the other protein bars by establishing SoyJoy as “un-engineered nourishment.”
Immediately after the campaign began, the brand experienced a significant lift in brand awareness, purchase intention and trial among the core target audience.