VitaOat taps into younger audience with new brand equity campaign

VitaOat, one of Vita’s product lines, has unveiled a brand equity campaign, "Oat So Good", which aims to reposition the brand identity of VitaOat and appeal to young consumers.  

In a conversation with MARKETING-INTERACTIVE, a spokesperson from VitaOat said that the campaign aims to sustain VitaOat and oat category awareness by maintaining exposure in top reach channels in both online and offline media, delivering the new communication for awareness building with health and energetic imagery to the young segment. 

Available from 3 October to 5 November, the campaign targets consumers aged between 18 and 35, who are health-conscious, as well as seeking to live a more meaningful life and care about the planet and health.  

Done in collaboration with media agency OMD Hong Kong, the campaign comprises two video ads, which have adopted a young and energetic approach, shifting from a product-driven focus to an occasion-driven drive with an emotional touch.  

The first video features a girl who gains energy after she drinks the VitaOat new product during breakfast. Meanwhile, the second video sees a working man gaining energy after he consumes the VitaOat as his afternoon tea.  

Compared to his co-workers, who are seen eating junk food and are impatient at work, he feels refreshed after drinking VitaOat. 

In terms of the medium of promotion, the campaign video spans digital platforms such as JCDecaux MTR digital panel, and YouTube. Furthermore, programmatic ads, responsive ads, third-party procurement (3PP), street sampling and social seeding are also leveraged. 

On the other hand, the campaign has leveraged identified personas with relevant occasional drive to trigger consumption, along with different brand communication, 3PP & KOL’s UGC to tap with the six personas and corresponding occasions with high relevancy to build resonance towards the potential consumers. 

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In fact, Vita has been tapping into the younger audience with different products. Recently, Vita launched VitaOat Chocolate to enrich the product portfolio and more competitive in market with a comprehensive distribution network and competitive pricing which brings potential sales returns. 

Back in August, Vita launched its new Vita low-sugar sparkling chrysanthemum tea. It also aimed to expand the Vita tea portfolio to carbonated soft drinks that could match with food pairing occasions such as hotpot and barbeque. This came as the brand believed that youngsters would be the brand's key customers on sparkling beverages since hotpot or BBQ or American food are some of their favourite types of food. 

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