With the launch of its new variant – NutriSoy Fresh – the first pasteurised soya milk by F&N, F&N wanted to uplift the brand image and differentiate the NutriSoy brand in Malaysia via media relations and on-ground activities.
To cut through the clutter and madness of inviting the media for a product launch which is ultimately the most common method during product launches, we used an unconventional PR tactic – Media Invasion. The idea is to bring the launch to the media instead.
How? We invaded the Editorial desk with a dressed up chiller, for the Editors and writers to literally unveil the products inside. This is followed by the usual paparazzi of cameras clicking to the amusement of the editors and writers. Sampling and product education was conducted at the same time along with a product release.
We engaged with local Nutritionists for a series of ‘Soy Chats’ on popular local TV talk shows, who shared on the benefits and goodness of soy in one’s diet. Making it obvious via various angles to the different target markets in a language exclusive outreach. Seeding the message about the difference between pasteurised soy vs loose soy.
This PR exercise resulted in PR value of more than a million Ringgit and reached out to more than 2 million eyeballs.