The flavoured milk category in WA is a crowded battlefield. Market leader Masters had been in slow decline, supported by a loyal older consumer base. It needed to find growth with a new younger market, and new arrivals to our growing state.
The brief to Gatecrasher was to relaunch the brand to appeal to light and lapsed users, while maximising Masters’ iconic brand assets and redefining the brand’s role in the consumer’s mindset.
- Drive brand relevance, preference and engagement among younger WA audiences
- Align content with the overarching Masters brand strategy and amplify the brand for social sharing
“Campaign of the year.”
Peter West, Managing Director, Lion Dairy & Drinks Australia
Masters brand metrics ‘is modern’ is up +29%, and ‘is fun’ is up +12%. Brand awareness, relevance and availability metrics are in growth. Gatecrasher’s creative ‘SuMMer’ idea is being rolled out to Lion’s east coast M brands – Big M and Moove – for this coming summer. That is serious acknowledgement for a WA creative agency from a company like Lion, which bases its entire business model on building profitable brands and sees a lot of high quality strategic and creative work across its portfolios.