YoSoy has made transparency its communication territory. It is proud to be the brand with few ingredients, the one that combats the fine print of food or the one that advocates “neighborhood coffee.” And now he expands his speech about honesty by explaining to consumers what it is not with “NoSoy”.

The plant-based beverage brand has created an anti-hero of itself to communicate clearly and directly what differentiates it from other agents in the sector. “NoSoy” uses contrast to highlight SoyYoy’s proposal by highlighting everything it does not represent.

It does so with a national outdoor advertising campaign developed together with the Elastic agency. It is made up of simple graphics that divide the canvas in half: at the top, on a white background, is YoSoy and “good ingredients, and that’s it”; while the bottom part is “NoSoy”, with “sugars, fructose, aromas, antioxidants” and many other ingredients.

Displayed on mupis, bus shelters and buses in cities like Madrid or Barcelona, ​​the pieces reveal the contradictions of a market that promises natural and organic foods, but that hides countless artificial ingredients in its labels.

With this, YoSoy takes to the streets the honesty that has characterized its communication and reinforces its new positioning “Well, really”, launched in September of last year. The brand focuses on the lies, both about food and life, that consumers usually take for granted and defends a clearer and more coherent way of seeing the world.

The strategy includes the reactivation of “El Avioncito”, the campaign executed six months ago that exposed these accepted lies, despite their harmful impact on life. They were based on the gesture traditionally used with children to feed them and introduce new foods into their diet. “Just because we live surrounded by lies doesn’t mean we have to eat or drink them.“, they say from YoSoy on their website.

“Communicating clearly and honestly has always been our priority, and we believe it makes more sense than ever in a world where it is increasingly difficult to distinguish what is real and what is not.“; comments Elsa Plañxart Pérez, Senior Brand Manager of Liquats Vegetals, the company that owns YoSoy. “With this second wave we want to take this message to new spaces and connect in a more relevant way with the consumer.”.

Furthermore, according to the brand, YoSoy reinforces its commitment to television by joining the tenth season of “The Island of Temptations”, which will premiere on Telecinco on April 13. She assures that she will act as a sponsor of key moments of the program, such as the bonfires, to bring her message of honesty to prime time. He points out that his presence in the program aligns with his speech, being “one of the formats where truth and lies are constantly at play”.

“For us, being present on Temptation Island is not only a question of visibility, but also of coherence with what we defend as a brand.“argues Elsa Plañxart. “It is a format that revolves around truth and lies, and that is where our message makes sense. “We want to be in spaces where appearances are questioned and where honesty takes on real value.”.

With this, according to YoSoy, communication evolves towards greater cultural and contextual relevance, and moves away from the traditional codes of the category.
The campaign also includes connected television, activations on digital platforms or collaborations with influencers and. content creators.