The #BerryGoodCampaign taps into the lifestyle  of Gen Z and young millennials: they want nutritious options that still feel like a treat. These consumers are driven by wellness, but also by visual culture and spontaneity. They want drinks that are good for them, look good, and feel good to share.

The “plot twist” isn’t just about flavor: it’s a playful disruption of expectations. Soy milk, typically seen as functional or boring, is transformed into a vibrant, strawberry-flavored experience. By combining a health-forward formula (33% less sugar, plant-based nutrition) with a playful identity and eye-catching “pink drink” visuals, Vitamilk reframes soy milk as something exciting and crave-worthy.