Nestlé enlists Uproar for 'Caribbean' drink launch

Nestlé is to launch Supligen, a flavoured milk drink popular in the Caribbean, in the UK and has turned to ‘cross-cultural’ agency Uproar to promote it.

Nestlé is targeting Supligen at Afro-Caribbean communities in the UK, particularly 18 to 25-year-old men in London .

The 'thick and creamy' drink is marketed as a 'nutritional liquid meal for strength and energy' and comes in vanilla or peanut flavours. Its launch later this month will be backed by an overall marketing spend of £750,000, in major supermarkets including Sainsbury's and smaller independent retailers.

The agency, believed to be on fees of around £75,000, will handle radio promotions, sampling and sponsorships at events such as London's Notting Hill Carnival

It also plans to run a competition for 'a man that most represents the brand', with the winner unveiled in September and bagging a contract with a top London modelling agency.

Uproar PR chief Sam Brown said: 'Supligen isn't a brand that is swooping in on Afro-Caribbean culture, it is already a part of it.'
Seven-strong Uproar has never previously worked with Nestlé, which continues to use agencies including Freud Communications, Hill & Knowlton and Munro & Forster Communications on separate briefs.

Other Uproar clients include juice drink Rubicon and next month's Afro Hair & Beauty Show in London.

The agency reports to brand manager Anna Maginness on the brief.

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