Lion Dairy & Drinks gears up for a fresh summer with two new campaigns via AJF Partnership

As Australia gears up for summer, Lion Dairy & Drinks is launching two exciting new marketing campaigns via AJF Partnership, for a game changing new innovation The Complete Dairy, and to celebrate its Big M brand.

Says Nicola Richardson, marketing director, Lion Dairy & Drinks: “Lion is committed to investing in its Blockbuster brands to build stronger connections with consumers and give them new reasons to make dairy a key part of their daily diet.”

VIEW THE COMPLETE DIARY SPOT

VIEW THE BIG M SPOT

Lion recently launched a game changing, new, high protein milk named The Complete Dairy.

The Complete Dairy uses a unique all natural process to deliver fresh white milk with 70 percent more protein than regular full cream milk, with no powders and nothing artificial.

Says Richardson: “Protein is a consumer mega trend as we better understand the critical role it plays in our lives, and the need to consume it a number of times throughout the day. The Complete Dairy high protein milk fits into busy lifestyles by providing a convenient and natural source of protein.

“Our new TVC shows consumers that making a little change can have a compound effect in their lives. The commercial is unique in the dairy category and is certain to cut through the noise and help people think differently about milk.”

The campaign positions The Complete Dairy as a quality, aspirational product with clear compounding benefits. It uses the metaphor of the ‘domino effect,’ showing how a little push can topple big ‘tablets of stone’ down the track. More simply, how “A little change can change a lot”.

Says Joel Harmsworth, director, The Sweet Shop: “Making the slabs of stone was a brilliant challenge, even just trusting the mathematics and physics of it all. Was pretty damn glorious to see them come crashing down on the day from that one small tap of a finger.”

Reflecting its strong protein credentials, The Complete Dairy is the official milk of the Australian Institute of Sport. The campaign launches on TV from Saturday 14 November 2015 and has been distributed virally and online.

The new Big M campaign celebrates the brand’s place at the heart of the Australian summer. Young adults are shown embracing the freedom of summer in the outdoors while enjoying the unique refreshment of a Big M flavoured milk.

Says Richardson: “We are the market leaders in milk beverages with a portfolio of national brands such as Dare Iced Coffee, and #1 regional icons such as Big M. For decades Big M has been synonymous with fun, freedom and flavor and the new campaign certainly hits all those notes. Summer is a key selling period for flavoured milk and we’re really excited about this integrated campaign which includes a disruptive pack design for Summer.”

The high-energy campaign comprises 15, 30 and 45-second TVCs plus outdoor and on-line executions. It seeks to reach flavoured milk lovers right across the state.

Says Glenn Dalton, creative director, AJF Partnership: “Growing up, Big M ads were famous for their celebration of summer. With this campaign, we wanted to build on that association, so that no matter what time of the day it is, when you have a Big M in your hands, it’s Summertime.”

The Complete Dairy:

Editor: Ryan Brett