Since Parmalat acquired Oak in 2009 and began an aggressive growth plan Oak has gone from a brand based primarily in NSW to the national leader in the fiercely competitive flavoured-milk category.
Much of Oak’s success has come from placing a stronger focus on product innovation, partnerships with top sports leagues and bold, creative advertising to maintain and build consumer interest.
Parmalat Marketing Director Angela Burr says the flavoured-milk category is experiencing a resurgence and Oak is driving much of that growth.
“2017 marks 50 years of Oak and what better way to celebrate than with our biggest year yet,” she said. “With a strong innovation pipeline, a unique and ownable brand proposition and an unbeatable taste, we’re confident Oak can keep the momentum going into 2018.”
Most recently, OAK held a world first event via Facebook which enabled fans to vote for which new 7-Eleven exclusive flavour should be sold in stores. In ‘The Race to Kill Hungrythirsty’, fans used reactions to vote for the flavour they thought would be the most effective ‘hungrythirsty’ killer during a Facebook Live video slot car race. From next month, consumers will be able to visit 7-Eleven stores across Australia to try the new Oak Blue Heaven flavour.
Beginning this month, Oak’s formidable figurehead in the fight against ‘hungrythirsty’ is back. Sergeant John Henry returns in a new TVC for Oak running nationally on TV and digital through the summer. This time Sarge has gone deep into the state of ‘hungrythirsty’ where the only solution to breaking out is the full flavour hit of OAK.
As well as reaching consumers via television and social media, the Oak brand is also seen by millions throughout the football season thanks to the brand’s partnerships with the Penrith Panthers and Port Adelaide Power. The sponsorships have provided a strong platform for the brand’s first foray into the protein segment with Oak Plus, its new range of protein packed beverages with a whopping 30g of protein per serve.