Truly Deeply/Madly

For the last 6 or 7 weeks lead­ing into the Christ­mas break the Pura Light Start milk brand were run­ning an inter­est­ing cam­paign each Fri­day in the Mel­bourne Age news­pa­per. The brand has the posi­tion­ing line…’taste the good life’ and the cam­paign has been built around a neat lit­tle brand ges­ture of pub­lish­ing a lift out titled the The Good Life Guide – a dozen dif­fer­ent inter­est­ing things you could choose to do in or around Mel­bourne on the week­end. They always pro­vide a good mix of sedate and active sug­ges­tions, some­thing for everybody.

It is a ges­ture that serves to com­mu­ni­cate the brand propo­si­tion of Pura Light Start Milk and at the same time add enjoy­ment to the lives of those who choose to par­tic­i­pate in the activ­i­ties. Per­son­ally, as a form of brand com­mu­ni­ca­tion, it has struck a chord with me. I have to declare that nor­mally I would choose to ignore Milk brand ads, par­tic­u­larly light vari­eties. Give me full cream Milk. Give me full strength beer. Don’t tell me about your light vari­eties! But Pura Light Start has cut through my defenses by com­mu­ni­cat­ing to me in a rel­e­vant and inter­est­ing way. I am now at least aware of the brand, even if I am not a con­sumer at this stage (my waist line may even­tu­ally lead me to also pur­chas­ing the prod­uct!). They have also com­mu­ni­cated in a way that builds on their brand visual prop­er­ties, with their lift out stand­ing out, dressed up strongly in the yel­low colour of Pura Light Start’s pack­ag­ing. Pura has built an aware­ness of their Light Start brand in my world by sim­ply pro­vid­ing a ‘taste of the good life’.

Now, while I am bang­ing on about the good life, I must say that a num­ber of sug­gested activ­i­ties in The Age sum­mer guide also caught my atten­tion. If you are get­ting bored over the sum­mer, check these out:

Bike Polo (reg­u­lar polo minus the horses – think car parks and other urban spaces and some agility on a bike).

Flight Sim­u­la­tor (play the role of a Boe­ing 737 pilot in an authen­tic replica cock­pit, tak­ing off, fly­ing and land­ing). The beauty is you do not need to drive out to the Mel­bourne Air­port, sim­ply drop into the Flight Expe­ri­ence shop at shop 9 QV Square, cnr of Swanston and Londs­dale Street Melbourne.

Rap Jump­ing (think of Super­man like acts, for­ward abseil­ing down a six storey build­ing). Find the build­ing at 344 City Road, South­bank. Call the guys on 1800 243 868 and enjoy three jumps for $65.

Ah, a taste of the good life, sum­mer in Melbourne.

Peter Singline
Brand Scientist

This entry was posted on Friday, January 15th, 2010 at 11:44 am and is filed under Experiences. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.