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