Challenge: Vitasoy, a soymilk company based in California, wanted to identify the optimal positioning for its product launch into new markets.

Objective: To explore consumer in-depth attitudes toward soy and other healthy, plant-based products, ultimately to develop an optimal positioning strategy for the brand’s launch; in addition, to identify and profile high value consumer targets to help Vitasoy develop targeting strategies for communications.

Solution: A series of exploratory focus groups were conducted among a variety of consumer segments across current and prospective soy milk drinkers.

Result: Insights were used to develop a positioning and messaging strategy and drive media tactics for launch. In addition, recommendations were made for targeting specific audiences by age, gender and health attitudes to optimize launch media strategies.