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Oak: Backyard
Three Drunk Monkeys and Parmalat have created a new campaign for Oak, one of Australia's most authentic and iconic flavoured milk brands.
The campaign sets up Oak as the perfect solution to "hungrythirsty", the state of weak indecision when you're a little bit hungry and a little bit thirsty but can't decide what to do about it. Oak is the only flavoured milk that can hit the "hungrythirsty" spot because it hasn't been watered down or compromised to fit in with trends, fads or societal pressure. Entitled “Kill Hungrythirsty Dead”, the campaign consists of a 30-second TVC spot airing in NSW and Victoria from 24 October with outdoor and POS launching in early November. Says Fabio Buresti, Three Drunk Monkeys Strategic Planning Director: "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. Once we discovered 'hungrythirsty', we knew it had the potential to create a new occasion for Oak, getting people to think about it and drink it more regularly."
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