In a crowded flavoured milk category where limited edition launches typically follow standard retail playbooks, OAK and 7-Eleven faced the challenge of breaking through declining consumer engagement and driving measurable incremental revenue beyond standard SKU rotations. The brief demanded not just a product launch, but a repeatable model for consumer co-creation that could justify expanded shelf allocation in Australia's most competitive convenience retail environment.
As strategy and execution lead, I built the end-to-end campaign ecosystem, spanning NPD briefing, packaging development, and the world's first offline event powered by live social media reactions. The work focused on three integrated workstreams:
- Consumer Co-Creation Framework: Created a choose-your-flavour mechanic that transformed passive audiences into active product stakeholders, building pre-launch demand and purchase intent
- Live Experience Innovation: Built and ran 'The Reaction-Powered Race', a real-time activation translating social engagement into physical event outcomes, creating unprecedented brand-consumer dialogue
- Retail Partnership Optimisation: Managed cross-functional alignment between R&D, operations, sales, and marketing to deliver seamless speed-to-market and in-store execution
By locking in stakeholder buy-in across brand, retail, and production teams, the campaign produced major commercial and reputational impact. OAK Blue Heaven became the highest-performing limited edition in brand history, driving 7-Eleven to expand OAK's shelf allocation to meet sustained demand, a rare retail commitment reflecting proven incremental revenue. The launch earned recognition as 7-Eleven's ‘New Product of the Year’, while ‘The Reaction-Powered Race’ secured triple finalist recognition at The Webby Awards, AdNews Awards, and Mumbrella Awards for breakthrough real-time marketing innovation. This created a repeatable model for consumer-led NPD, letting OAK use social-first product development as a competitive advantage in future category plays.