April 8, 2009

Soyjoy: Much Effort, Little Effort

Two very crazy commercials have started airing here in Singapore for a Japanese fruit bar product called Soyjoy. Although the ad campaign was developed locally, the commercials have a very Japanese feel to them. According to BrandRepublic-Asia:

Developed by Ogilvy & Mather Singapore, the campaign targets working women who are health and weight conscious. To appeal to them, the campaign takes on the biggest obstacle that women face when it comes to keeping the pounds off: the amount of ‘effort’ required.

Soyjoy was thus positioned as the secret to staying slim using minimal, or little effort.

Of course I don't buy that last claim for a second, but the commercials are certainly unique (at least to me).

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