Local digital agency Esirom pulled off an April Fools’ prank across Supligen’s social media platforms in 2019.
It was so intriguing and so well-received that the Seprod corporate execs took the plunge, and a new flavour of Supligen was borne.
Today, Supligen Cookies & Cream is on the shelves, and already a treat for consumers – many have even likened the drink to ice cream in a can.
Loop Lifestyle learns how it all came to fruition from Esirom director Alex Morrissey and Supligen Brand Manager Sherida Cohen.
Morrissey shares the concept…
… On April Fools’ Day, we came out with the idea to announce a ‘fake’ new flavour to see how people would react. The results were incredible.
Within minutes persons started calling Seprod (owners of Supligen) and supermarkets to find out if this new flavour was in stock.
Supligen lovers were disappointed to find out it was all a joke and not an actual product. But, the plot thickened!
The follow-up…
… We made another post to offer JM $25,000 to the person who could suggest a new flavour.
In just one week we received over 4,000 comments on Instagram and over 10,000 comments on Facebook.
Cookies & Cream was still the most popular request, either because of the April Fools’ prank or because [patrons] genuinely wanted the flavour.
What came next…
… We shared the results with Seprod and they showed it to the team in charge of innovations, and within a few days, the green light was given to start formulating a Cookies & Cream flavour.
We then got to work brainstorming ideas to launch the following year and introduce the new flavour and label.
This was one of those moments where we could underscore the importance and impact of social media on brands in launching new products and engaging audience.
But what does this mean for Seprod, owners of Supligen?
The Cookies & Cream drink was developed from an idea which started on social media.
With the unfortunate ills of COVID-19 affecting us all, it’s a good time to get consumers excited about this new healthy, nutritional product.
Supligen Brand Manager Sherida Cohen told us why the Supligen Cookies & Cream is not only a welcomed addition to the line, but a nutrients-charged drink as well.
“Our new Cookies & Cream flavour contains 45% of daily requirements for vitamin C which is linked to boosting one’s immune system.”
“It’s loaded with 17 vitamins and minerals, it’s convenient, tasty, and gives you 12 grams of protein.”
Physical activity is also great for boosting one’s immune system, which is particularly important to fight COVID-19.
Cohen continues… “We have always encouraged persons to have a physically active lifestyle when consuming Supligen.”
This makes Supligen Cookies & Cream perfect for a pre-, or post-workout snack. “… it can be consumed before or after a workout for strength and energy.”
And, “with its high vitamin and mineral content, [it is also] a nutritional supplement for persons whose diet is deficient in these areas.”
Cookies and cream is a popular flavour for many products from ice cream to candy. This gives Morrissey full confidence in the newly-formulated drink.
“Many people generally love the cookies and cream flavour in various products, and in the age of innovation and millennial support (via social media), adding this new flavour to their portfolio, should bring [customers] new experiences,” he told Loop Lifestyle.
SOURCE: LOOP NEWS
