Primo Extremo

The liquid breakfast category had been an impenetrable fortress, owned and barricaded by Sanitariums Up & Go, which had held between a 90% and 100% share since 1998.

Primo Extremo

Category: New Product or Service IntroductionAgency: Colenso BBDOAdvertiser: Fonterra Brands

SUMMARY

The liquid breakfast category had been an impenetrable fortress, owned and barricaded by Sanitarium's Up & Go, which had held between a 90% and 100% share since 1998.

PRIMO EXTREMO!!! changed that in 2008 when it became Up & Go's first credible challenger.

The launch was unique in that the agency solution wasn't just communications, but in fact a much deeper partnership with Fonterra.

Our insight and creativity informed the product's name and advertising, creating a launch that hung together in a...

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