Iconic Nurishment, the UK’s No.1 nutritionally enriched milk drink*1, is going retro in line with the massive trend across lifestyle and entertainment, including retro gaming, with the launch of #OLDSKOOLNEWCOOL, its biggest ever social media brandbuilder.
To support the move, Nurishment will be the Official Drink of Play EXPO Manchester, one of the UK’s biggest video gaming events, held in October. Nurishment will be sampled there and will launch its own game, The Nurishment Filling Station.
In a wide-ranging marketing drive, forecast to reach over 10 million consumers this year, #OLDSKOOLNEWCOOL will include the brand’s first dedicated gaming app, competitions and video content as well as a series of animated short films.
The campaign includes high street and outdoor advertising, running from September for the rest of the year. A new product launch will also give consumers the chance to win some great retro prizes in November via an Instant Win on pack.
“We’ll be using #OLDSKOOLNEWCOOL across key social platforms to ensure that Nurishment is clearly aligned with retro, giving the brand massive standout,” says Nyree Chambers, Grace Foods UK’s Head of Marketing.
“The explosion in retro gaming is driven by the penetration of smartphones and retro gaming is an ideal fit for Nurishment drinkers.”
*1 IRI Nutritionally Enriched Milk Drink category, 52 w/e July 22nd, 2017