badc

To launch the latest Breaka limited edition flavour to a young teen demographic, a fresh approach to both the creative strategy and media selection was needed to ensure success. Breaka’s Cookies & Cream Limited Edition flavour was launched with a YouTube Pre-Roll campaign targeting teen related YouTube content, at the same time as excluding older audiences from being targeted. To generate cut through within this medium, the creative needed to separate itself from the usual big budget polished TVC’s that teens have been conditioned to ignore. The campaign generated over 90,000 complete views of the ad by Queensland teens and helped Breaka to not only exceed sales targets, but made the Cookies & Cream flavour a best-selling limited edition flavour.