ASIA-PACIFIC – SINGAPORE, JUNE 2011 – XM Asia and SOYJOY have entered into a new healthy partnership to market SOYJOY bars in Singapore through digital channels and on-ground activation.
The partnership will see XM-Asia handling Digital, Activation and PR for the soy-based brand.
Paul Soon, Regional Director at XM Asia, said, “Apart from the fun image that is 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.”
Ricky Lim, Country Manager, 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.”
Marketing efforts for this year 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.
XM-Asia’s first project for SOYJOY will roll out later this year.