YAKKA
BRAND DEVELOPMENT & LAUNCH
Business Brief
The Yakka brand was tired and sales had waned to an unacceptable low. The brief called for something special – very special.
Marketing STRATEGY
It started as something my dad used to say after a couple of hours’ hard labour. Then I wrote it as a commercial for workgear – and put some hair on it with a legendary soundtrack.
CREATIVE STRATEGY
Extending the reference of ‘hard labour’ to ‘Hard Yakka’ created a brand that stole the ground from under the workgear market.
