Kids can do BIG things

The challenge for CalciYum - a flavoured milk aimed at mothers and their 5-12 year old children - was to grow sales by 15% in a highly competitive category on a small budget.

Kids can do BIG things

Agency OMD Fuse MelbourneAdvertiser Fonterra Brands AustraliaAuthor Sharon CooksonTotal Campaign Expenditure $500 - $1 million


CalciYum is a flavoured milk aimed at Mums and their kids aged 5-12. Whilst it operates within the flavoured milk category, it's competitors are considered only those that are in the repertoire of our target audiences – Mums and their kids aged 5-12. When referring to the flavoured milk category, we have limited the reference (and all data) in this document only to those products that are relevant and compete...

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