OAK: Flavoured Milk
Fabio BurestiThe Monkeys
Synopsis
In a world dominated by energy drinks, iced coffee and soft drinks, traditional flavoured milk in Victoria desperately needed a hero.
The segment's decline was due to the market leading Big M brand's obsession with nostalgia – relegating flavoured milk to a rare treat.
With no traditional flavoured milk presence in Victoria, and after several unsuccessful attempts to crack the market, Parmalat tasked us with the challenge of launching the unknown OAK brand.
OAK's lack of awareness and "me too" flavour profiles, combined with the segment's decline, meant the trade would only...