Australia’s Own Lower Cholesterol Dairy Milk launches a cheeky new outdoor and press campaign promoting its new lower cholesterol dairy milk which is enriched with plant sterols. “Plant sterols are scientifically proven to help lower cholesterol by locking the absorption in the digestive system,” Australia’s Own said.
This innovative product provides a healthier milk option for consumers who are conscious of their heart health. “Drinking a low-fat milk enriched with plant sterols, has been clinically proven to effectively reduce cholesterol levels as part of a heart-healthy diet.”
The dairy milk is sourced from the Shepparton region in Victoria, Australia.
The ‘Buffed Silver Fox’ campaign promotes healthy aging in an engaging and humorous way. “It is important to target Aussie men over 50 years given that 52% are at risk of heart disease from high cholesterol,” the brand said. “The aim is to encourage a step towards a positive lifestyle and dietary choices.”
Australia’s Own is looking to break the mould by showing that men in this age bracket can aspire to a healthier and more positive body image.
The new national outdoor and press 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: ‘He’s on Sterols’. This play on words, explains that the milk is made from plant sterols, which reduces cholesterol naturally.
“We are excited to introduce our new lower cholesterol dairy milk to the market,” says Australia’s Own Marketing Manager Plant Based & Dairy Hamish Thomson. “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”.
“The team had so much 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”, says Jam&Co CEO Jennifer Segail.
The new lower cholesterol dairy milk is available in 1lt carton for $2.90 at Woolworths nationally.