Significant seven: Biggest launches

Over the next few days, we are publishing highlights from this year’s Mumbrella Annual.

1 KFC’s The Double
The 540-calorie ‘man burger’ took a bold step backwards in the age of fat-free, sugar-free, dairy-free everything. A bun-less bacon, cheese and BBQ sauce sandwich held together by two pieces of fried chicken, KFC’s The Double was a heart attack waiting to happen. But it was a hit, with reports of record sales and down-the-street queues.

2 CumminsRoss
Outspoken adman Sean Cummins teamed up with creative partner Jason Ross to launch CumminsRoss, a Melbourne-based, full-service startup offering media as well as creative. After rapid expansion the agency is up to 34 staff on the back of clients including Fonterra and Chrysler. Expect a Sydney office to launch in 2012.

3 The Australian’s paywall
The Australian began its brave foray into paid content on October 24 with the ‘freemium’ model – enough free content to hang on to ad revenue, with more exclusive, analytical content kept behind the wall. Readers who click on premium content now see the first few paragraphs before getting a message inviting them to sign up for a digital pass. Users must now cough up between $2.95 and $7.95 for the premium content. A free three-month subscription for first-time users sweetened the deal.

4 Bohemia
Ikon founder Simon White and STW Group were behind the launch of Bohemia, a media agency that “marries the art of communication strategy with the science of direct response”. A sensible launch that tapped into the industry’ obsession with data.

5 Maxim
The largest-circulating men’s mag brand in the world launched in Australia in May to fill the gap left by Ralph and Alpha. After a few stunning covers, including a naked MTV presenter Ruby Rose on the front of the October issue, Maxim is finding its rhythm. The title is being run on a shoestring budget by Nuclear Media, but it is still in a deadly market.

6 The Mad Mexican 1kg Burrito
A launch that came a few weeks after the launch of KFC’s The Double did not please the health police. A promotion challenged Australians to eat a burrito weighing 1kg. Those who succeeded won a limited edition Mad Mex T-shirt for their efforts. Not much of a prize for gut rot and heart palpatations.

7 AnalogFolk
The hottest digital agency launch of 2011 hit the market in November. Tribal DDB’s Matt Grogan and BWM’s Matt Robinson opened the doors of AnalogFolk with founding client Yellowtail wines, an account it took over from Amnesia Razorfish.


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