Parmalat Australia is promoting its new range of Rush, a flavoured milk, with a series of three posters providing twists on fairy tales: Cinderella, Red Riding Hood and Rapunzel. The drink, identified by ACNielsen Australia in 2005 as Australia’s most popular low falt flavoured milk, is 99 % fat free with 30% less sugar than regular flavoured milk. Parmalat has this year re-packaged the drink in four flavours, Ultimate Chocolate, Intense Coffee, Wicked Latte and Heavenly Vanilla Malt, all available in 500 ml bottles. Although Rush is high in calcium, has no artificial flavours, is low GI, Parmalat has been careful to associate Rush with pleasure.
The Rush Just A Little Naughty campaign was developed at De Pasquale, Brisbane, by copywriter/art director Grant Johnston, art director Cos Luccitti, producer Ellie Smidt with photographer Andreas Smetana. The campaign won a CREAM award for new product in September 2006.