SOYBOY is a brand of flavored soymilks catered toward kids with a lactose intolerance, but appealing to anyone avoiding dairy and looking for a sweet pick-me-up on the go. With bottles shaped and decorated to look like an actual cartoon boy, it’s an option that’s even more fun than the average chocolate or strawberry milk.
Each of the four flavors has its own persona: Strawberry Steve, Banana Brad, Matcha Mike and Choco Charlie. This gives the brand an element of playfulness and collectibility; the flavors become something like dolls or action figures.
SOYBOY Summer Baking Club is a campaign raising the brand’s awareness and solidifying its following. Parents are invited to subscribe to a 4-week email series of summer dessert recipes to make with their kids. They are then invited to share their creations on social using #soyboysummer, and a select number of entries will win a $100 SOYBOY gift card.
