# Ruthless Beverage Campaigns Oak Chocolate Milk Will Kill Your "Hungrythirsty" Craving By Amelia Roblin | Published 2010-10-31 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/oak-chocolate-milk References: [adsoftheworld](http://adsoftheworld.com/media/print/oak_dont_be_frightened) & [threedrunkmonkeys.au](http://www.threedrunkmonkeys.com.au/index.php/clients/) A clever Australian ad agency called Three Drunk Monkeys has launched this [quirky campaign](https://www.trendhunter.com/trends/chocolate-like-nobodys-watching) for [Oak](https://www.trendhunter.com/trends/oak) chocolate milk. Creating a new need for its consumer, Oak is targeting people caught in that in-between phase of feeling both a little bit hungry and a little bit thirsty -- or, more accurately, "hungrythirsty." According to these ads, Oak chocolate milk will not only kill that "hungrythirsty" spot in your gut, but dress up inappropriately at its funeral -- and that's just the beginning. This beverage means serious business. ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 12% | Activity: 68% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What's Driving This Trend - **Quirky Beverage Ads:** Creating humorous and quirky marketing campaigns that redefine a product's use case and appeal - **Satisfying Unique Needs:** Identifying and catering to new, nuanced needs of consumers by positioning a product as a solution - **Adopting New Jargon:** Developing and using new language specific to unique consumer needs to define a market niche ### Who This Affects Most - **Beverage Manufacturing:** Manufacturing and marketing of niche beverages targeting nuanced consumer needs, catering to 'hungrythirsty' type demands - **Marketing and Advertising:** Creating quirky and humorous campaigns leveraging new language and unique positioning to engage with consumers - **Consumer Insights:** Providing robust consumer insights to help businesses identify and address emerging consumer needs, such as 'hungrythirsty' ## Related on Trend Hunter - [Feel-Good Craving Campaigns](https://www.trendhunter.com/trends/cravings-im-crushin-it.md) - [Joyful Protein Milkshake Campaigns](https://www.trendhunter.com/trends/shake-ya-can.md) - [Indulgent Wintertime Treat Campaigns](https://www.trendhunter.com/trends/galaxy-hot-chocolate.md) - [Ice Cream Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.md) - [Whimsical Snack Machines](https://www.trendhunter.com/trends/jaffa-cakes-installation.md) - [Milk Dunking Ritual Campaigns](https://www.trendhunter.com/trends/oreo-cows.md) - [Humorous Energy Drink Campaigns](https://www.trendhunter.com/trends/lucky-energy.md) - [Emotion-Driven Cider Campaigns](https://www.trendhunter.com/trends/angry-orchards-latest-campaign.md) - [Youth-Targeted Water Ads](https://www.trendhunter.com/trends/wylers-light.md)