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Lion Dairy & Drinks gearing up for a fresh summer

15 November 2015: As Australia gears up for summer, Lion Dairy & Drinks is launching two exciting new marketing campaigns for a game changing new innovation The Complete Dairy, and to celebrate its Big M brand.

Both campaigns were developed in partnership with award-winning agency, The AJF Partnership.

Lion Dairy & Drinks Marketing Director Nicola Richardson said: “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.”

A complete commercial for The Complete Dairy

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.

Ms Richardson said: “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”.

Director Joel Harmsworth from The Sweet Factory said: "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 Big M Summertime Campaign

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.

Ms Richardson said: “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.

Glenn Dalton, Creative Director AJF Partnership, said: “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 campaign launched on TV from Saturday 14 November 2015 and will be distributed virally and online.

For more information:

Elise Gare

External Relations Director

Lion Dairy & Drinks

Tel:        +61 3 9188 6177

Mob:     +61 437 306 437

E-mail:  elise.gare@lionco.com


Sarah Tukua

Group Account Director

AJF Partnership

Tel:        +61 3 8621 8701

Mob:     +61 434 903 062

E-mail:  stukua@ajfpartnership.com.au