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Oak campaign launches as the milk drink you wouldn’t dare mess with

Parmalat’s Oak milk drink has launched its first ad campaign from Three Drunk Monkeys featuring an aggressive front man explaining the concept of “Hungrythirsty”.

Fabio Buresti, Three Drunk Monkeys strategic planning director, said: “The obvious thing to do with flavoured milk is to play on the nostalgia of the category, but we didn’t think this would get people drinking Oak more often or give us a real point of difference in the market.

Mel Beikoff, senior product manager at Parmalat, says: “The key issue facing Oak is one of consumption frequency – people are only drinking it as an occasional treat. Our strategy is to remove this limitation by repositioning Oak as the only drink that satisfies you when you’re ‘hungrythirsty’. We believe this strategy, combined with Oak’s unapologetic and full-on tone of voice will address our frequency issue.”

Three Drunk Monkeys won the Parmalat flavoured milk brands account in MayAs well as TV, the campaign also features print and point of sale ads.

Oak_hungrythirsty1Oak_hungrythirsty2oak_hungrythirsty3

TV CREDITS:

  • Executive Creative Director: Justin Drape, Scott Nowell
  • Art Director: Matt Heck
  • Copywriter: Damian Fitzgerald, Alex Derwin
  • Agency Producer: Whitney Hawthorn
  • Group Content Director: Dan Beaumont
  • Strategic Planning Director: Fabio Buresti
  • Strategic Planner: Fiona Lake
  • Account Director: Suzy Coman
  • Content Manager: Kate Behne
  • Production Company: Revolver
  • Director: Simon McQuoid
  • Executive Producer: Michael Ritchie
  • Producer: Pip Smart
  • Designer: Erwin Santoso

PRINT CREDITS:

  • Executive Creative Director: Justin Drape/Scott Nowell
  • Art Director: Matt Heck
  • Copywriter: Damian Fitzgerald, Alex Derwin
  • Group Content Director: Dan Beaumont
  • Strategic Planning Director: Fabio Buresti
  • Strategic Planner: Fiona Lake
  • Content Director: Suzy Coman
  • Content Manager: Kate Behne
  • Designer: Erwin Santoso
  • Print Producer: Tom Harrison, Chris Benson
  • Photographer: Andrew Cowen
  • Producer: Samantha Simpson & Adam Watson (SAMIAM)
  • Art Buyer: Alice Quiddington
  • Retoucher: Toby Pike (Toby & Pete)
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