Boost Drinks moves account to Propaganda
Boost Drinks has appointed Propaganda to develop and handle its portfolio of brands, following an agency review that sees the account move across Leeds from The Whole Caboodle.
Together with the appointment of Propaganda, Boost Drinks also confirmed it will increase its marketing spend by 30 percent in 2009.
The energy drink business has been continually adding to its stable of brands since its launch in 2001. It introduced a sugar-free version, Boost Light, recently unveiled its Boost Fruit Smoothie product and launched Boost Sport, to compete with isotonic brands like Lucozade, in 2007.
The brand has a full UK distribution network but is not available in major supermarkets, opting to target the local independent sector instead. Its proposition is aimed at the broad spectrum mid market rather than the high premium sector preferred by big name competitors.
Propaganda director Mike Phillipson said: “Boost has a refreshingly incisive attitude to building its brand and we now look forward to developing a distinctive and effective consumer and trade brand strategy and creative campaign, based on knowledge, not assumption.”
Boost Drinks managing director, Simon Gray, said: “We liked Propaganda's strategic approach to developing brands and now look forward to working with Mike and the team there to grow the Boost brand further in a market which is rapidly changing.”