XM-Asia takes Soyjoy account in Singapore

XM-Asia will be handling digital, activation and public relations for the soy-based brand, which is produced by Japanese company Otsuka Pharmaceutical.

Paul Soon, regional director at XM-Asia, commented on the appointment, “We have been given trust and freedom in our marketing activities as the client believes in our commitment to achieve success for the brand and the product.”

“Apart from the fun image that it has, the health benefits of Soyjoy are what’s important, and that’s something we wish to instill into our audience through the social ecosystem of friendships in order to build a sustainable business. As XM, we will be taking the opportunity to innovate, invest and discover new channels with Soyjoy.”

XM Asia says marketing efforts will aim to amplify and reinforce Soyjoy’s unique standing as the only health bar that uses high-quality whole soybeans filled with high nutritional value. The agency’s first project for Soyjoy will roll out later this year.   

Ricky Lim, country manager at Amerta Indah Otsuka, said, “The challenge isn’t in the goodness of the product, it’s in communicating it. Soyjoy is a credible soy product that places more emphasis in marketing truths than gimmicks, and I am confident that XM is able to do this effectively.”