Food & Drink news

Boost backs convenience category with £1.2m marketing spend

Boost Drinks has launched its biggest and most exciting marketing campaign to date, Choose Now, together with a complete brand refresh. Driving reappraisal while shaking up a fixed repertoire, Boost has injected £1.2m into the Choose Now campaign, spanning TVC, digital, social media and OOH.

The Choose Now campaign, that focuses on living in the moment while juggling multiple jobs, hobbies and passions at once, will be rolled out across key regions in Great Britain and Northern Ireland.

The TVC, launching on September 18 across major TV stations such as Sky, Channel4 and ITV, is upbeat and fun with a cinematic look and feel to engage the audience. The digital creative will be upweighted on YouTube in a series of 6”, 10” and 30” videos.

Aiming to drive shoppers into store, the OOH displays will mirror the TVC creative, highlighting everyday people as hustling heroes on-the-go. Launching on September 21, the OOH advertising will span across 59 roadside sites in Great Britain, 6 sheet roadside sites, 48 digital, as well as 175 TFL Bus supersides across London.

In addition to the TVC and OOH, the brand has tapped into the experiential space with nationwide sampling, gifting 140k first year students with Welcome Boxes boasting the full Energy range to drive flavour awareness.

On top of this, the existing website will be relaunched, the entire Boost portfolio packaging has been refreshed, and independent retailers will be kitted out with brand new POS. Boost’s bold repositioning has been designed to further elevate the brand and drive incremental sales.

The product packaging refresh saw revamped logos unique to each range, as well as an updated energising visual for both the cans and bottles. Every element has been designed to give the products a more premium feel, helping them stand-out on shelf, driving a higher propensity to purchase.

“Our marketing campaign this year is bigger and better than ever before, and we’re absolutely thrilled to see the new TVC campaign and OOH bring this new position to life,” said Adrian Hipkiss, marketing director. “As we approach our 20th year, it was important to us that we took the brand to the next level with our biggest investment to-date, and we could not be more excited to share this with independent retailers and wholesalers.

“As a business that is committed to selling exceptional value products exclusively through independent retailers, this campaign was developed with the channel in mind to ensure we’re continuing to add value. The campaign is a real step-change for us and leverages our challenger credentials as a down-to-earth brand that champions every-day, local people something that we hope will resonate with our audience and drive more people into stores.”

The Choose Now campaign and repositioning work undertaken by Boost, comes off the back of an incredibly successful start to 2020, with Boost now being the third biggest stimulation energy drink, and fastest-selling sports drink within the UK’s independent sector.

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