Spikes Asia

A Natural Silence

MEERKATS, Perth / BROWNES DAIRY / 2016

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Overview

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Credits

Overview

Background

Situation:

All natural, white, Greek and posset yoghurt varieties (the ‘all natural white’ segment) had taken the market by storm. By 2014, these specialty yoghurts were growing at 30% vs 0.3%2 for everyday yoghurts. To reclaim the number 2 spot, Brownes Dairy had to win in the ‘everyday’ and ‘all-natural’ segments at the same time.

Brief:

The internal brief became to create a product good enough to feed their own kids. After a year of research and product development, Brownes Dairy kids were gobbling it up.

Objectives:

• Drive awareness and trial of Brownes Dairy yoghurt, specifically

the ‘all natural white’ range.

• Positively influence total brand perception.

• Move perceptions from traditional, boring and dull to natural, innovative and relevant.

Execution

In two TV executions, these kids simply ate yoghurt – quietly. They projected the simple joy of enjoying something really, really yummy. No voice over, no music, no branding, no call to action. As simple and natural as the product itself. Then Brownes put the spots in the middle of the noisiest event of the year, the AFL Grand Final. With a limited budget, they front-loaded the campaign with TV in high impact spots to make the quiet stand out. Brownes leveraged the real Mums of Brownes in PR stories to prove the lengths they’d gone to, to have Mums back. They and produced ‘quiet’ radio spots to run during noisy programming. This was all to replicate the moment of natural silence Brownes yoghurt created. Finally the Wiggles were used in a third quiet spot for a mid campaign boost.

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