Wed, 12 May 2021, 6:43PM
If you’re marketing a new product, you couldn’t hope for a better response than Lewis Road Creamery got to its chocolate milk in 2014. It was impossible to miss the drink’s launch, with stock shortages leading to queues at the dairy fridge, fights at supermarket checkouts and even a chocolate milk black market.
There were plenty of rumours around the way it was being marketed, including that supply was limited to keep up the hype. That’s partially because Lewis Road is the brainchild of Peter Cullinane, former ad boss at Saatchi and Saatchi. But he says they’d planned nothing of the sort – they were just the victim of their own success.