The Business Problem

Sipahh is an innovative milk flavouring straw delivering a measured serve of flavour with less calories than half a teaspoon of sugar, no artificial colours or flavours and gluten free.

When UNO launched the new Sipahh straws, the task was not just to launch a new brand, UNO needed to establish a completely new product category.

We had to work within a limited budget to completely re-educate the milk flavouring consumer audience. Nesquick and Milo had market dominance grounded on half a century of big annual marketing budgets. Sipahh had to own fun, tactile flavour cues to attract kids, as well as reassure mums about the health benefits of this new product.     

UNO's Creative Solution

Mort the lovable character on Sipahh packaging was brought to life as the central icon in an integrated marketing campaign to achieve maximum synergy within a limited budget. UNO developed a smart integrated campaign including cartoon strips placed at no cost in magazines, online and TV that didn’t require an expensive media spend.

The Outcome

In less than a year, Sipahh gained 20% share of the ‘milk modifier’ market in Australia with just a fraction of the budget of the major players. The campaign was so successful it was rolled out in over 20 countries globally.

• From 0 to 20% market share in 12 months
• Stole share from Nestlé, who offered to buy the business
• Integrated campaign: Product placement, sampling, print advertising, point of purchase, web, television ads
• Creative rolled out in over 20 countries