As it expands into the soymilk category, OATSIDE has partnered with W Communications – Singapore to drive the launch of its new product, NOBO Soy, in Singapore. The mandate focuses on building brand awareness, early traction, and market visibility through a mix of earned media, creator collaborations, and on-ground activations.
The campaign will be supported by HelloFranses! Asia, leveraging influencer and creator-led storytelling to connect with modern, health-conscious consumers. As competition in the plant-based beverage market intensifies, brands are increasingly turning to integrated, platform-first marketing strategies to stand out and build consumer trust.
According to Robin Chang, the agency is working closely with OATSIDE as it expands its portfolio across categories and markets, reinforcing a collaborative, growth-focused approach.
The plant-based dairy alternative market is rapidly growing, and successful launches depend on strong storytelling, creator partnerships, and experiential marketing to drive adoption.
Bottom line: OATSIDE’s Singapore launch of NOBO Soy reflects a strategic push into new product categories, backed by integrated communications and creator-led marketing to capture attention in a competitive F&B landscape.
