We read that Sweden has the lowest rate of smoking in the world. Only 11% of adults smoke.
This trailer for the 2016 Rio Paralympics is as good as it gets.
“Let’s look at a picture of the planet for no reason.”
If you’ve seen one too many Ted talks, this is for you. Happy Friday.
This is a terrific spot.
Our new campaign has just broken. The TV’s on air, outdoor’s up shortly.
We’re proud as punch.
Read all about it – in Campaign Brief!
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’.
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.
David Hayes, Michael Berry, Sheridan Devereux and Joanna Raine.
Director: Mick Connelly
Producer: Jackie Adler
Editor and VFX: David Barrett / Famous by Tuesday
Audio: Bang Bang Studios
Big businesses can learn from smaller companies who are proving that a dedication to digital can provide big returns. HBT Agency’s Luke Kelly spoke to CMO Magazine about the lessons SME’s can teach big business – from getting the basics right, to sophisticated lead generation programmes.
‘HBT Agency’s Digital Director, Luke Kelly, agrees smaller companies are more willing to embrace digital from the get-go. “It’s a lower cost entry point and SME’s are able to gain market share through a cost effective means,” he explained. “For brands with a smaller budget, owning a keyword is more accessible than a TVC or outdoor campaign.”
‘In comparison, he notes the biggest challenge for bigger brands is challenging conventional thinking. “It’s difficult to be confident to roll out an innovative marketing campaign when a brands history is so rich.
“Smaller brands do this exceptionally well. Because of this, they enjoy higher returns from digital spend – purely because they know more about their online customer purchasing habits, and target their communications accordingly.
“Online communication, email marketing, digital targeting are just some of the ways brands can make customers feel valued.”
Click here to read the in depth article.