HungryThirsty? Oak tackles hunger and thirst head-on in first campaign from the Monkeys

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OAK PR_PIC 3.jpgThree Drunk Monkeys and Parmalat have created a new campaign for Oak, one of Australia’s most authentic and iconic flavoured milk brands. The campaign sets up Oak as the perfect solution to “hungrythirsty”, the state of weak indecision when you’re a little bit hungry and a little bit thirsty but can’t decide what to do about it.

OAK01.jpgOAK02.jpgOAK03.jpgOak claims it’s the only flavoured milk that can hit the “hungrythirsty” spot because it hasn’t been watered down or compromised to fit in with trends, fads or societal pressure. Parmalat is promoting Oak flavoured milk as the perfect solution to tackle hunger and thirst in the brand’s first campaign by Three Drunk Monkeys. 

The campaign, entitled “Kill Hungrythirsty Dead”, consists of a 30-second TVC spot airing in NSW and Victoria with outdoor and POS launching in early November. 

Says Fabio Buresti, Three Drunk Monkeys strategic planning director: “The obvious thing to do with flavoured milk is to play on the nostalgia of the category, but we didn’t think this would get people drinking Oak more often or give us a real point of difference in the market. Once we discovered ‘hungrythirsty’, we knew it had the potential to create a new occasion for Oak, getting people to think about it and drink it more regularly”. 

Referring to the star of the ads, executive creative director Scott Nowell adds: “If this man tells you to drink Oak, you don’t argue.” 

Says Mel Beikoff, senior product manager at Parmalat: “The key issue facing Oak is one of consumption frequency – people are only drinking it as an occasional treat. Our strategy is to remove this limitation by repositioning Oak as the only drink that satisfies you when you’re ‘hungrythirsty’. We believe this strategy, combined with Oak’s unapologetic and full-on tone of voice will address our frequency issue.”

This is the first campaign for Oak created by The Monkeys since winning the Parmalat flavoured milk brands account in May.  

TV CREDITS

Executive Creative Directors: Justin Drape, Scott Nowell

Art Director: Matt Heck

Copywriter: Damian Fitzgerald, Alex Derwin

Agency Producer: Whitney Hawthorn 

Group Content Director: Dan Beaumont

Strategic Planning Director: Fabio Buresti

Strategic Planner: Fiona Lake

Account Director: Suzy Coman

Content Manager: Kate Behne

Production Company: Revolver

Director: Simon McQuoid

Executive Producer: Michael Ritchie

Producer: Pip Smart

Designer: Erwin Santoso 

PRINT CREDITS

Executive Creative Directors: Justin Drape/Scott Nowell

Art Director: Matt Heck

Copywriters: Damian Fitzgerald, Alex Derwin

Group Content Director: Dan Beaumont

Strategic Planning Director: Fabio Buresti

Strategic Planner: Fiona Lake

Content Director: Suzy Coman

Content Manager: Kate Behne

Designer: Erwin Santoso

Print Producer: Tom Harrison, Chris Benson

Photographer: Andrew Cowen

Producer: Samantha Simpson & Adam Watson (SAMIAM)

Art Buyer: Alice Quiddington

Retoucher: Toby Pike (Toby & Pete)