The Brief

Over the 2013/14 summer period (biggest flavoured milk consumption period) Brownes Dairy faced a massive challenge with its Brownes Chill flavoured milk range - not only was market share in decline, competitor flavoured milk brands Oak and Ice Break were aggressively entering the Western Australian market. We needed a bold idea that would reconnect Western Australians with their state drink.

Describe how the promotion developed from concept to implementation

We decided to do something radical - we changed the long-standing flavoured milk range packaging into self-deprecating cultural flavours that only Western Australians would truly understand - The Flavours of WA. Outdoor, TV and radio supported the promo.

Describe the success of the promotion with both client and consumer including some quantifiable results

In this hotly contested summer period, the category grew 6.6%, but Brownes Chill outgrew the category with 7.5% growth. We didn’t just stand our ground, we gained traction for the first time in years. Not just that, the campaign was highly shareable with thousands of people sharing their WA cultural flavours on our micro-site and across social media.

Explain why the method of promotion was most relevant to the product or service

Western Australia is a very unique state. We’re a booming mining state full of Fly In Fly Out workers (that’s FIFO to the locals). WA is brimming with hipster cafés, sun burnt tourists, icy winds, weird rat-like creatures, and more. We reconnected with consumers by relating and celebrating WA’s uniqueness on our packs.