Breaka Flavour of Fun

Finalist 2017
Y&R Brisbane

Advertising Agency Y&R Brisbane
Creative Director Andrew Thompson
Copywriter James McKeown
Art Director Josh Bartlett
Agency Producer Carley McConnell
Account Service Antonia Vann
Client Marketing Manager Yahn Boschna
Digital Producer Bianka Krook
Other Contributors

Head of Digital Planning: Andrew Kolb
Editor: Griff Englander
Production Company: Light + Shade
Director - Dan Graetz
Producer - Sean Kennedy

Entry ID 9027

Brief: Promote Breaka’s new look packaging and Flavour Of Fun brand campaign using social media.

Idea: The idea was simple – invite Breaka fans to create their own flavours to win a weekly prize. The success of the campaign came down to the execution of the idea. It revolved around the backstory of a hopeless, new intern in Breaka’s Research and Development Department who needed Breaka fans to help save his job. Oh yeah, the intern was also a clumsy, black Labrador.

Results: After only four weeks targeting an audience of 290,000 (13 to 18-year olds based in Queensland) the campaign achieved an audience size of over 1.2 million indicating elements of the campaign were seen an average of four times.

The videos had over 125,000 views with over 10,000 thousand people engaging by sharing and commenting. Most importantly, Breaka received over 5000 new flavour suggestions and a tonne of new fans.