SoyMen

Sojasun Trolls the Manosphere in Its Latest Campaign Created by Marcel Agency
Men’s rights activists are obsessed with protein. They talk about it constantly, they love consuming it in every possible form — a true protein frenzy. But strangely enough, they hate soy, even though it’s packed with protein. They hate soy so much that they’ve even turned it into an insult: “soy boy.” A synonym for weakness and femininity.
Born within manosphere communities, this insult has spread across the internet and into popular culture, appearing in thousands of videos, many of which rack up hundreds of thousands of views. For France’s pioneering soy brand, ignoring it was simply not an option.
For its new campaign, Sojasun wanted to prove that its products are high in protein, easy to digest… but not for the manosphere.
How?
In collaboration with the ad agency Marcel, Sojasun gently trolled men’s rights activists by inviting them to become Sojasun ambassadors — in other words, to become SoyMen. Sojasun reached out to them through every possible channel…
By email, sending them the storyboard for the campaign.
By commenting under their TikTok videos.
By inserting itself into the pre-rolls of their YouTube videos to rally their communities.
By parking an impossible-to-ignore truck nearby.
By making symbolic donations during their Twitch livestreams.
Sojasun even tried to sneak into their Spotify playlists.
But despite all these imaginative efforts, they all categorically refused.
So the conclusion became obvious: Sojasun is packed with protein, but it’s not made for the manosphere. And that’s perfectly fine.
As the first expression of a new strategic direction, this campaign reflects Sojasun’s ambition to become a brand that is as “part of culture” as it is food-focused: a brand capable of engaging with contemporary culture, playfully hijacking social codes, while remaining faithful to its founding values. Values that promote social and environmental progress and advocate for a high-quality approach (nutritional value, clean labeling, strict product standards, non-GMO ingredients, etc.).