Fast Start - soy aftertaste face

Fast Start is Devondale's milk-based breakfast drink. It was launched to compete against the category leader (Up & Go), which most consumers didn't realise was made from soy. My strategy was to draw attention to this secret ingredient and deposition the market leader on taste and health credentials. The end result was a lot of complaints from vegetarians and a lot of sales for Devondale. Fast Start is now one of the biggest breakfast drinks in the country.

Cannes - Bronze 
Cannes - Shortlist x 3 
Spikes - Silver  
NY Festival - Finalist