Parmalat OAK: Effectively killing hungrythirsty dead

This case study describes how Parmalat, the international dairy corporation, sought to build a national flavoured milk brand in Australia following its acquisition of the OAK milk brand.

Parmalat OAK: Effectively killing hungrythirsty dead

Campaign details

Agency: The MonkeysAdvertiser: Parmalat - OAKAuthor: Lisa AitkenTotal campaign expenditure: $5 - 10 million

Strategic communications challenge

BUILDING A SUCCESSFUL NATIONAL BRAND

In 2010 Parmalat set out to build a successful national Rainbow Flavoured Milk (RFM) brand with the newly acquired OAK brand. The brand needed an overhaul in order to succeed. Given the scale of this task Parmalat took the decision to build the brand one state at a time allowing for relatively modest resources to be marshalled behind making maximum impact state-by-state rather...

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