Nestlé appoints G2 to handle Carnation digital account

Nestlé has appointed WPP's G2 to handle the digital account for its condensed milk brand Carnation.

Carnation: digital account to be handled by G2
Carnation: digital account to be handled by G2

G2 was appointed to handle the account following a competitive pitch against undisclosed agencies.

The agency will be now become responsible for handling Carnation's creative digital activity, eCRM strategy, web build and online analytics.

Nestlé currently works with a number of digital and direct agencies across its food and drinks range, including EHS 4D, Dare and Skive.

The appointment sees Nestlé rekindle its relationship with G2, a year after parting company with it after five years.

G2 previously worked on the digital and direct accounts across drinks brands such as Nescafé Original Coffee, Nescafé Gold Blend, Nesquik Ready to Drink, and Powder and Aero Chocolate Drinks.

However, the five-year relationship came to an end on the drinks business in January 2010, following a pitch which saw Nestlé hand its digital account to Dare and direct business to EHS 4D.

Carnation’s products include condensed milk, evaporated milk, toffee sauce and extra thick cream.

G2 and Nestlé were unavailable for comment.