Upbeat set for Disrupt sampling as part of an integrated product launch

The Good Whey Co. is undertaking an integrated marketing campaign this May to support the launch of Upbeat, the UK’s new fresh high protein dairy drink.

Great tasting, low in fat and made with real fruit, Upbeat provides consumers with an easy source of protein and sustenance on the go. The impactful £2m campaign will see a mix of above and below the line activation including outdoor and print advertising in key commuter locations, widespread sampling and deep level PR and digital support.Its sign off will be “Powered by Protein”.

Initially launching in London and the South East in May, the campaign will be targeting a core ABC1 audience of busy people interested in a healthy diet, be they commuters or busy mums, breakfast skippers or “snackers”. Upbeat will make it easy to get the right amount of protein at breakfast, or in a mid-morning or afternoon snack. Available in a convenient 250ml bottle containing 20g of protein, Upbeat will bring the benefits of a high quality source of protein to a wide audience, well beyond the established sports nutrition market.

Although the campaign will focus on busy people who lead full lives, it is also relevant to other health conscious consumers including post-pregnancy mums, vegetarians and those cutting down on meat consumption, as well as the body conscious and performance sports people.

At the heart of the multi channel campaign is the media strategy led by the7stars which will look to engage busy commuters, whilst in the right mindset, across the capital and South East through targeted large format posters, press and online. The creative campaign will be developed by Fold7 and will focus on driving trial of the product and pushing awareness of Upbeat as a great source of protein in a convenient and portable format. Frank PR’s role will be to highlight Upbeat’s unique offering and positioning protein as a mainstream ‘body food’. With many being unaware of the vital role protein plays in their life and diet, along with the importance of having protein regularly throughout the day, Frank is tasked with a large education job focusing on key influencers and opinion formers. This will be supported by targeted sampling, led by Disrupt, which will focus on putting the product into the hands of target consumers within close proximity to their workplace and at various events in London and the South East. In addition, Velo Marketing are tasked with developing the journey online with engaging social content and interactive campaign web site, the first of which is www.feelingupbeat.com.

Mark Neville, director of Human Nutrition and owner at Volac, said, “Upbeat is the first of its kind in the UK and we’re excited to be working with Fold7, the7Stars, Frank PR, Disrupt and Velo Marketing who will use their combined expertise to deliver key brand messages and an impactful launch. He goes on to say: “Following the research we’ve done, we believe Upbeat will create a new category of protein drinks among the array of drinks available, especially those delivering added benefits. Protein drinks will come to sit alongside hydration drinks such as water and coconut water, fruit smoothies, and energy drinks. We all need protein and yet don’t necessarily get the benefit from it across the day – now we can. Volac are committed to supporting Upbeat with a fully integrated launch campaign and over the long term. There’s nothing out there like Upbeat and we are confident it will be a success. ”

About Upbeat Upbeat is truly healthy, not only for being high protein and low fat, but also because it contains no more than 150 calories, is made with real fruit and has less than half the sugar found in leading smoothies and fruit juices. Upbeat is made from British milk and is a natural source of calcium. In Strawberry and Mango & Passion Fruit, Upbeat will be available in chiller cabinets in stores across London and surrounding towns from May 2013, with an RSP of £1.79 for a 250ml bottle.