The real challenge for Masters is engaging youth. Competing with every drink in the fridge, plus other snacks, treats and distractions like our phones that occupy a few minutes, connection with young people in WA is the brand’s future.
Following a brand relaunch, Gatecrasher focused on four subsequent social extensions for Masters. An extension of the M brand idea through digital photosharing was one tactic that complimented the above-the-line campaign strategy, and used the distinctive Masters brand assets through the line – the M on the carton and the (in)famous Masters Cows.
- 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.