From a Sydney perspective I’d probably say that Oak has been a strong flavoured milk brand for many years, while Moove has declined in popularity. I agree that Oak has the stronger chocolate taste though.
With the “Big M-esque” packaging for Moove and Masters, is it even possible that Lion Dairy & Drinks are in the process of gradually phasing out the local brands in favour of Big M everywhere? The reason I ask is because Coles stores in Sydney (even in Rhodes, relatively close to where Dairy Farmers is/was at Lidcombe) now seem to have a few Big M branded products on their shelves rather Moove, which was previously alongside Oak with no sign of Big M for a very long time.
Mind you I don’t think they’d ever dare to phase out Dairy Farmers as a brand, because that sounds far more appealing and and less corporate-like to consumers than Pura or some of the other major milk/dairy brands.