We changed generic into genuine.
We’ve created a community of passionate and active brand advocates who help to drive sales and awareness for one of the most generic products there is: milk.
In a challenging environment of $1 a litre generic supermarket milk, we changed the perception of Betta Milk to ensure it stood for being proudly and loudly Tasmanian.
We’ve redesigned the brand, thrown massive street parties, sponsored statewide community events, celebrated being awarded Best Milk in Australia, held competitions and protected our milk from mainlanders.
And in 2015 the brand story has continued, with a refreshed positioning of ‘Make It Betta’ and new material in market communicating the brand’s commitment to the Tasmanian community.
We’ve added a physical and an emotional value to the Betta Milk brand by entrenching it into the hearts and minds of Tasmanians, who continue to demonstrate an unprecedented level of brand loyalty. And importantly, we’ve continued to grow Betta Milk’s market share, year on year.