Effies
Australia
Effectively Killing Hungrythirsty dead
Agency
The Monkeys - Part of Accenture Song
Client
Parmalat - Oak
Awards
Bronze
Return on Investment
Case Study
Summary
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 than being spread too thinly.
Case study
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Credits
| Author/Planning Director | Lisa Aitken | ||||||||
| Author/Executive Planning Director | Fabio Buresti | ||||||||
| Executive Creative Director | Justin Drape | ||||||||
| Digital Creative Director | Jay Gelardi | ||||||||
| Art Director | Matt Heck | ||||||||
| Copywriter | Alex Derwin | ||||||||
| Copywriter | Benn Sutton | ||||||||
| Agency Producer | Jade Wannell | ||||||||
| Director of Client Services | Dan Beaumont | ||||||||
| Channel Planner | Mat Rawnsley | ||||||||
| Content Director | Gini Sinclair | ||||||||
| Senior Content Manager | Chloe Morshead | ||||||||
| Digital Director | Ben Cooper | ||||||||
| Digital Producer | Izabela Gniewkowska | ||||||||
| Technical Director | Kynan Hughes | ||||||||
| Social Strategy Director | Mat Abet | ||||||||
| Digital Art Director | Brent Tunney | ||||||||
| GM Marketing | David Waugh | Parmalat | |||||||
| Marketing Manager, Beverages | Jenni Booth | Parmalat | |||||||
| Product Manager | Melissa Packham | Parmalat |