Vitamilk has been a trusted name among Gen X for decades. But to younger audiences—Gen Y and Z—the brand was beginning to feel stale. In a category disrupted by trendy drinks, global brands, and IG-worthy packaging, soy milk wasn’t even part of the conversation.
To reconnect with these modern consumers, Vitamilk needed to reinvent itself—not with just a new product, but with a whole new personality.
Idea “ไวตาเมี๊ยว” - The Cat That Poured New Life Into Vitamilk
We launched two limited-edition Japanese-inspired flavors—Matcha and Milk Tea—wrapped in a bottle featuring an adorable, lucky Japanese cat. But we didn’t stop at packaging. We gave the cat a voice (and name): “ไวตาเมี๊ยว” (Vitameaw)—a playful spin on “Vitamilk.”
To break through Gen Z’s algorithm-blindness, we leaned into hyperrealistic CGI ads, TikTok-native content, lifestyle & “สายมู” KOLs (fortuneteller influencers), and gamified social engagement like “แชะแล้วแชร์ ลุ้นได้มู” (snap & win your lucky charm). Instead of selling benefits, we sold belonging. Instead of shouting, we let the cat purr.
Result
- Campaign exceeded all KPIs:
5.02M Reach (+149%), 7.29M Impressions, 2.8M Views, 71K Engagements - Product sold out in a few months, forcing additional production runs to meet demand
- User-generated content exploded across TikTok and Instagram with positive sentiment around “cute bottle,” “not too sweet,” and “lucky cat”
- Mutelu (สายมู) content, paired with pet/lifestyle KOLs, created organic social buzz that outperformed branded posts
- “ไวตาเมี๊ยว” became more than a product—it became a social icon, drawing younger consumers into the Vitamilk world
Vitamilk has been a trusted name among Gen X for decades. But to younger audiences—Gen Y and Z—the brand was beginning to feel stale. In a category disrupted by trendy drinks, global brands, and IG-worthy packaging, soy milk wasn’t even part of the conversation.
To reconnect with these modern consumers, Vitamilk needed to reinvent itself—not with just a new product, but with a whole new personality.
Idea “ไวตาเมี๊ยว” - The Cat That Poured New Life Into Vitamilk
We launched two limited-edition Japanese-inspired flavors—Matcha and Milk Tea—wrapped in a bottle featuring an adorable, lucky Japanese cat. But we didn’t stop at packaging. We gave the cat a voice (and name): “ไวตาเมี๊ยว” (Vitameaw)—a playful spin on “Vitamilk.”
To break through Gen Z’s algorithm-blindness, we leaned into hyperrealistic CGI ads, TikTok-native content, lifestyle & “สายมู” KOLs (fortuneteller influencers), and gamified social engagement like “แชะแล้วแชร์ ลุ้นได้มู” (snap & win your lucky charm). Instead of selling benefits, we sold belonging. Instead of shouting, we let the cat purr.
Result
- Campaign exceeded all KPIs:
5.02M Reach (+149%), 7.29M Impressions, 2.8M Views, 71K Engagements - Product sold out in a few months, forcing additional production runs to meet demand
- User-generated content exploded across TikTok and Instagram with positive sentiment around “cute bottle,” “not too sweet,” and “lucky cat”
- Mutelu (สายมู) content, paired with pet/lifestyle KOLs, created organic social buzz that outperformed branded posts
- “ไวตาเมี๊ยว” became more than a product—it became a social icon, drawing younger consumers into the Vitamilk world