Australia’s Own has launched a new outdoor and press campaign promoting its Lower Cholesterol Dairy Milk.
The 'Buffed Silver Fox' campaign promotes healthy aging in an engaging and humorous way.
The campaign targets Australian men over 50 years old, given that 52% are at risk of heart disease from high cholesterol. The aim is to encourage a step towards a positive lifestyle and dietary choices.
Australia’s Own are looking to break the mould by showing that men in this age bracket can aspire to a healthier and more positive body image.
The campaign, developed by Jam&Co, features a bold and cheeky play on words with a 'Buffed Silver Fox' 50+ year old man on the beach, with a copy line reading 'He’s on Sterols'.
The play on words explains that the milk is made from Plant Sterols, which can reduce cholesterol naturally.
Hamish Thomson, Australia’s Own marketing manager of plant based & dairy, said it was excited to introduce the new lower cholesterol dairy milk to the market.
"Our team has worked hard to develop a product that meets the needs of today’s health-conscious consumers without compromising on taste. We are confident that our customers will love the great taste and health benefits of our new dairy milk," said Thomson.
Jennifer Segail, CEO at Jam&Co, said the team had fun with this disruptive campaign appealing to a large target market.
"As the population ages you should expect a lot more of this type of advertising," said Segail.
The new lower cholesterol dairy milk is available in 1 liter cartons and can be purchased at Woolworths nationally.
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