The Purple Agency has launched a major new global promotional push for Ovaltine. The campaign, which promotes a new formula of the popular drink, features everything from door drops to banners plus a range of point of sale and sampling materials. It will be rolled out across Southern Europe, the Middle East, Africa, the Caribbean, and Latin and South America. Says Nicola Adams, account manager, at The Purple Agency, “Our brief was to deliver a global creative idea which could be translated across multiple point of sale and experiential marketing elements in many very different local market formats. What we’ve developed does just that, enabling Ovaltine to promote its key brand strengths, but in ways which will work effectively in each of the chosen local markets.”Commenting for Twinings Ovaltine, Marcel Aerts, Ovaltine regional marketing manager, says: “With our ‘tastiest ever’ formula to promote, our goal was to engage both new younger consumers and inform existing buyers of the product of the irresistible taste of the new Ovaltine formula. The Purple campaign builds brand visibility across a range of formats and activation mechanics to drive trial and awareness, keeping the Ovaltine brand front of mind across our geographically and culturally diverse international markets.”