Masters Flavoured Milk Relaunches via Gatecrasher

Western Australian brand Masters flavoured milk relaunches this weekend with a new campaign from Gatecrasher. It’s the first creative work by a WA agency for the brand in eight years.

“Masters is a fantastic brand, with a history of fun and good natured irreverence,” said Masters brand manager Mary Stafford. “Everyday life can be so serious, and a lot of advertising is very rational and pretty dull. The Masters brand and the campaign are about adding some spontaneous fun to your day.”

Leveraging the bold, distinctive M on packaging, the campaign is based on the creative idea that 'It's More Awesome with an M'. In the commercials, the famous Masters Cows return to WA and take off on a road trip down south.

“The cows are pretty much just a bunch of guys doing what guys do together. They don’t take themselves too seriously and represent the brand values of laddish humour and mateship. They’re a great bunch of characters to work with,” said Gatecrasher creative director Adam Barker.

“Our campaign idea capitalises on the power of the M brand asset and works by inserting the M into words, names and sentences that have the letter M in them,” he said, adding: “In this new TVC, look out for some iconic West Australian beaches and locations with a cheeky Masters twist. Basically, everything is more fun when you add an M... Masters.”

The campaign breaks on Sunday 15 February with a 30 second TVC, followed by a rotation of shorter 15 second ads. It is supported by outdoor, social, digital and activations.