Spreading the Word on Nestle Protein Plus

Line extension promotion takes on superserious sports advertising

GLENDALE, Calif. -- Nestle Nesquik officially launched its Protein Plus line extension with the release of a tongue-in-cheek ad campaign that riffs on the typically serious tone of sports advertising.

Available in two flavors—chocolate and vanilla—Nesquik Protein Plus contains 23 grams of protein in each 14-ounce bottle. It is made with real milk from cows not treated with the added growth hormone rBST and contains 28% less sugar than the leading protein-enhanced flavored milk.

Better-for-you beverages, such as protein-enhanced drinks, bottled water and sports drinks—have seen a 24.5% increase in dollar sales and 28.2% increase in unit sales in convenience stores in the 52-week period ending mid-June 2016, according to data researcher IRI, Chicago.

Also, 64% of Americans seek to include protein in the diet, a statistically significant increase compared to 2015, according to the 2016 Food and Health Survey from the International Food Information Council Foundation (IFIC), Washington.

To introduce consumers to the new product, Nesquik introduced the light-hearted "Fueling the Everyday MVP" campaign, which kicked off with a video titled "Anthem" (see below) created by digital creative agency Deep Focus. Designed to carve out a completely new space for protein drinks, the video takes on dramatic sports commercials in a witty and relatable way for the athlete in all of us, the company said. Protein Plus is for those who are not necessarily gym rats, but still want serious protein when enjoying some of their favorite games: Frisbee, whiffle ball and kickball.

Protein Plus is available on store shelves nationwide at convenience stores and select grocery stores.  

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