Oak stages ‘reverse robberies’ to promote milk drink on Facebook

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US flavoured milk brand Oak claimed it had been ‘inundated with fans complaining they coundn’t buy their product in their local stores. In response, parent company Parmalat staged a series of ‘reverse robberies’ and posted the results on YouTube and Facebook. The data captured from the campaign will be passed onto the OAK sales team to help pinpoint their efforts.

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Brand: Oak, Parmalat | Country: USA | Agency: The Monkeys | Sector: FMCG, Food and Beverage | Format: YouTube, Video, Facebook, Social Media

This risqué campaign, created by agency The Monkeys, sees Oak ‘reverse robbers’ dressed in latex Sergeant John Henry masks burst into convenience stores and stock the fridges with Oak flavoured milk.

After launching the first ‘Reverse robbery’ video and manifesto, Oak invited drinkers to use Facebook to request a ‘Reverse robbery’ in their neighbourhood (we assume they warn the proprietors of the store beforehand or things could have turned nasty.)

Following requests, the brand hit more convenience stores before moving onto the fridges of consumers themselves.

The data captured from the campaign will be passed onto the OAK sales team to help pinpoint their efforts.

Melissa Packham, Parmalat product manager – beverages said: “With this campaign, we’ve put the battle for OAK distribution in the consumer’s hands. It’s a really unique and entertaining way of bringing the consumer’s voice to the retailer – making it hard to say no!”

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