Vitasoy Calci-Plus and Skechers join hands to promote healthy lifestyles

Vitasoy Calci-Plus has collaborated with footwear brand Skechers to demonstrate the coolness and liveliness of a healthy life with a new campaign. 

This comes as the brand found that not many consumers realise the importance of calcium and its nutritional value. As such, Calci-Plus interviewed nutritionists through IPSOS on its products, and gained the trust of 94% of nutritionists as they recommended Calci-Plus as a daily drink to fulfil the everyday calcium an adult needs.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Vitasoy said the brand believes that being healthy does not have to be an intense or outdated concept. Instead, incorporating healthy choices into a balanced lifestyle can be cool and part of a modern lifestyle.

"The recently launched GO WALK series from Skechers demonstrated their believe by encouraging people to uphold daily health in a more lifestyle and cool way, which is exactly what we want to promote to our consumers. For that reason, Calci-Plus took a new step forward to collaborate with Skechers, aiming to demonstrate the coolness and liveliness of living a healthy life while Calci-Plus and Skechers will be alongside as your health buddies," the spokesperson added.

Also known as the "Vitasoy Calci-Plus health buddies", the exclusive campaign is done in collaboration with PR agency PR Integrated Services and social agency Garage. It features online and offline activities to transform two brands into healthy buddies to find suitable lifestyles for each individual, exposing Calci-Plus to a new category of consumers and uplifting the brand to a young, energetic, and sophisticated image.

As part of the campaign, an online ten-question-based Healthy Buddies Test (九「營」⼈格測試) has been launched to check consumers’ attitudes towards health with health buddies’ suggestions.

To amplify the campaign reach, a Health Buddies van (⾄「營」健康Buddies Van) will also be roaming around the city to bring fun, prizes, and free drinks to consumers from 29 May until 2 June. 

When it comes to marketing strategies, the spokesperson said it leveraged social and offline channels, including Skechers stores, supermarkets and on-street activation, as its major communication channels, while PR is another way to reach media platforms to spread the promotion.

In terms of offline promotion, customers can find surprising giveaways at every local Skechers store such as complimentary tote bags and coupons. The promotion is available until 19 June. Customers can also join the lucky draw by purchasing Calci-Plus products in any stores as a reward for kickstarting healthy habits. 

Don’t miss: Vitasoy highlights the importance of 'true care' beyond nutrition in new campaign

Back in November 2023, Vitasoy launched a new campaign to highlight its commitment to evolving alongside consumers' needs while igniting an emotional connection with them.

Recognising the ever-changing needs of consumers, the new campaign takes a holistic approach, celebrating Vitasoy's role in providing not just physical nourishment, but also emotional well-being.

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world! 

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