Breaka Cookies & Cream Limited Edition Launch

Finalist 2014
Parmalat Australia
Breaka Cookies & Cream

Advertising Agency NOUS
Creative Director NOUS
Copywriter NOUS
Art Director NOUS
Agency Producer NOUS
Account Service NOUS
Client Marketing Manager Brett Ballantine
Production Company NOUS
Director NOUS
Producer NOUS
Cinematographer NOUS
Post Production House NOUS
Editor NOUS
Visual Effects NOUS
Sound/Music Studio NOUS
Sound Designer NOUS

Entry ID 1952

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.