In city squares in Melbourne and Sydney we erected monuments to people who have fallen victim to the spontaneous craziness that the heat of an Australian summer can bring on. We felt that creating some unexpected entertainment on a large scale like this would go a long way to re-addressing the perception of the product being boring and tired.

Prior to the campaign this brand was facing being delisted. Directly after the campaign, sales in impulse channels were 58% up on the previous year, whilst sales in grocery outlets increased by 70.3%.