Crusha was a classic challenger brand in direct competition with a classic market dominator, Nesquik.

We had to target the consumer (child), not just the purchaser (Mum). So we exploited Nesquik’s weakness and de-positioned them as the milkshake for wimps.

We created content - TV, released a single - complete with video - with anarchic punk-style kittens pounding out a rock song about crushing things. ‘Add milk or we’ll Crusha’. Making Nesquik babyish and keeping health in there for Mum.