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...

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