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 set out to build a successful national Rainbow Flavoured Milk (RFM) brand with the newly acquired OAK brand. The brand needed an overhaul in order to succeed. Given the scale of this task Parmalat took the decision to build the brand one state at a time allowing for relatively modest resources to be marshalled behind making maximum impact state-by-state rather...