FAMI RELAUNCH 2024
The Team
Client: Vinasoy - FAMI
Agency: DINOSAUR VIETNAM
Creatives: Trong Nguyen, Hung Nguyen, Huy Nguyen, Nhat Minh Nguyen, Dee Ha
Business Development: Hoa Nguyen, Tam Le
Client & Operation Management: Chau Nguyen, Hien Tran, Linh Nguyen
Production House: Plan A
The Challenge
In Vietnam, people still view soy milk as a refreshing drink rather than a nutritious one. FAMI, the largest soy milk manufacturer in Vietnam, wanted to change this prejudice and reclaim the idea that soy can help people be healthy and beautiful. 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.
The Solution
When the benefits of soybean are mentioned, Vietnamese people tend to dismiss it contemptuously, saying "It's just soybean…" We have added another clause after this statement, turning it into an affirmative sentence about the benefits of soy, and using it as a central idea that runs through 4 films and a social-digital campaign relaunching the 4 sub-brands of FAMI.
The Idea
IT’S JUST SOYBEAN, BUT IT’S 100% GOOD
(Đậu nành thôi mà tốt cả trăm phần)
FAMI MASTER BRAND
Social Spread out
FAMI GREEN SOY
We chose the 5 “Chị Đẹp” (beautiful sisters) as 5 brand ambassadors to appear alongside Fami Green Soy in the TVC, associating the product with the most ideal models of health and beauty at the time.