Devondale Fast Start vs Soy Aftertaste
Devondale, an Australian dairy company, is promoting its new Devondale Fast Start breakfast drinks with a campaign comparing the drinks taste with that experienced when drinking soy equivalents. Two television commercials, outdoor ads and point of sale ads focus on the physical revulsion the unwary can feel after drinking soy milk by mistake. “Sunshine Bubble” features a father whose child thinks he doesn’t like a painting she made of him because he is pulling a disgusted face after drinking soy milk. “Man Child” features a husband whose contorted face leads his wife to believe that he hates the idea that the couple must babysit her sister’s kids.
The Fast Start campaign was developed at DDB Australia, Melbourne, by executive creative director Darren Spiller, creative director Simon Bagnasco, senior copywriter Robbie Brammall, senior art director Ant Hatton, head of broadcast Simon Thomas, managing director Nick Condon, account director Katie Kouts, account manager Kirsten Tidswell, working with Devondale general manager innovations, marketing and special projects Suzanne Douglas, and marketing manager Adam Hamilton.
Media was handled by Carat Melbourne.