Case History Database

In the face of volume decline, Pura Light Start made a gutsy move to take on the number one brand in the low fat milk category. By tapping into the positive attitude linked with the role low fat milk had in Active Older Adult’s lives, they elevated the brand above the war on facts and claims. The result was the campaign: ‘‛Taste the good life‛ which went beyond traditional advertising by cleverly using content. This led to Pura Light Start becoming number one in the low fat milk category for the first time in history, arresting decline and improving brand preference.

	Author / Senior Planner		Lucy Cochran		AJF Partnership
	Planning Director		Jody Elston		AJF Partnership
	Strategy Planner		Kate Hely		AJF Partnership
	Director		Stephanie Sieber		AJF Partnership
	Senior Account Director		Emma Esslemont		AJF Partnership
	Account Manager		Pravina Kumar		AJF Partnership
	Creative Director		Adam Francis		AJF Partnership
	Senior Copywriter		Michael Skarbek		AJF Partnership
	Senior Art Director		Tim Gill		AJF Partnership
	Brand Manager		Susan Langston		National Foods
	Marketing Manager		Gaelle Boutellier		National Foods
	Category Marketing Director		David Tyack		National Foods
	Category Marketing Director		Mark Davis		National Foods