In Vietnam, people still view soy milk as merely a refreshing drink rather than a nutritious one. For their 2024 re-launching campaign, FAMI, the largest soy milk manufacturer in Vietnam, wanted to change this preconception and reclaim the idea that soy can help people be healthy and beautiful across their entire product portfolio. Alongside this goal, they also wanted to launch their new product - FAMI Green Soy (made with Wholesome technology that preserves 100% of the natural nutrients) at this time.

When the benefits of soybean are mentioned, Vietnamese people tend to dismiss it contemptuously, saying "It's just soybean..." We have taken this statement and added another clause, turning it into an affirmative sentence about the profound benefits of soy. This new message has become the central idea that runs through 4 films and a social-digital campaign: "IT'S JUST SOYBEAN, BUT IT'S 100% GOOD" (Đậu nành thôi mà tốt cả trăm phần).

Result
The campaign has changed consumer perception about soybeans and established a foundation for further development of Vinasoy's soy milk in particular, and plant-based milks in general.