Dairy protein drink Upbeat has launched its first ever campaign.

Running throughout January with the tagline, ‘it’s like a bit of extra willpower,’, the £2.5m campaign features the theme of resisting the temptation of unhealthy snacks with willpower. The TV advert will be complemented by social media and sampling activity.

Upbeat is a dairy protein drink with 20g of protein, half the sugar of most fruit smoothies and contains no more than 150 calories. It is available in three flavours, blueberry and raspberry, mango and passion fruit and strawberry.

Mark Neville, founder of Upbeat said: “We’ve been bowled over with how things have gone for Upbeat, with genuine consumer interest creating a market boom for ready-to-drink protein drinks.”