Overview: Vitasoy had developed a new, low-carb, high-nutrition soymilk that rested on the laurels of the low-carb craze and was ready to go to market with the name “VitaCarb.”

Challenge: The proposed launch of VitaCarb couldn’t have come at a worse time. The low-carb craze had faded significantly while the new soymilk had been in development. Armed with a compelling product, Vitasoy needed only to rework the proposition.

Solution: Extensive qualitative and quantitative research efforts were undertaken to determine which of the low-carb soymilk’s features were most appealing to the target consumer.

Research showed that the complete nutritional promise rang true, especially when supported by weight-loss benefits due to the high fiber content of this fortified soymilk. Vitasoy Complete was born.

A particularly healthful member of the Pure Branding team soon found serendipity in a sauna. He and famed yogi Rodney Yee happened to be in the same place at the same time. And as it turned out, Rodney had already been drinking Vitasoy exclusively for over a decade. Balanced body, balanced beverage. An authentic opportunity was quickly apparent and a deal was struck, making Rodney the Vitasoy endorser just in time for the new product launch.