NUTRITIONALLY-enriched milk drink Nurishment is going retro with the launch of #OLDSKOOLNEWCOOL, its biggest-ever social media brand-builder.
To support the move, Nurishment will be the official drink of video gaming event Play EXPO Manchester, held this month. Nurishment will be sampled there and will launch its own game, The Nurishment Filling Station.
In a marketing drive forecast to reach over 10m 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, while a new product launch will offer the chance to win retro prizes in November via an instant win on pack.
Grace Foods UK’s head of marketing, Nyree Chambers, said: “We’ll be using #OLDSKOOLNEWCOOL across key social platforms to ensure that Nurishment is clearly aligned with retro, giving the brand massive standout.
“The explosion in retro gaming is driven by the penetration of smartphones and retro gaming is an ideal fit for Nurishment drinkers.”