a2 Milk launches new ‘Believe in Better’ brand positioning in latest campaign via HBT Melbourne

The a2 Milk Company (A2MCA) has stormed the dairy category over the last seven years, defying the ‘milk wars’, growing to almost 10% value share of the white milk category in grocery.

The a2 Milk Company’s Melbourne creative agency, HBT has previously used ‘branded testimonials’ to help build the a2 Milk business, but the time has now come to tell a bigger story with the launch of its new campaign ‘Believe in Better’.

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Says Peter Nathan, CEO, A2MCA: “a2 Milk has reached a new stage in its development. HBT’s testimonials have played a big role in getting us to where we are now. Importantly, they helped us to show why we are different to every other milk brand, which is core to our positioning. The next stage in our brand journey is to build on that momentum by enhancing our emotional appeal but continuing to communicate our key point of difference to consumers.

“What we were determined to do was to keep a2 Milk looking different to other milk brands as it has a very different brand story to its competitors.”

The TV spots, outdoor and digital activity that form A2MCA’s new campaign will show the integrity and values of a2 Milk through the lives and values of people, while also communicating the unique features and benefits of the brand. It will also introduce The a2 Milk Company for the first time – the corporate brand and a new strategic step in the development of the business.

Says Nathan: “a2 Milk is the only brand of milk that contains only the A2 type of beta casein protein and no A1 protein. It is a better milk with tangible benefits for many people. More and more people are discovering that they feel better when they switch to a2 Milk because it is totally natural and is the way milk is meant to be. This led us to our new positioning line, ‘Believe In Better’. Millions of people are founded in this belief now, and that’s a big story.”

The TVC will air on Sunday 20 September.

Agency HBT

Audio: Bang Bang Studios