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Boost

Boost energy drink promises to ‘dropkick tiredness in the mouth’ in launch campaign

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By Ishbel Macleod, PR and social media consultant

April 5, 2013 | 1 min read

Energy drinks brand Boost launches this month with a campaign that promises that it ‘does to tiredness what dogs do to lampposts’.

Launching on 8 April, the campaign was created by Big Communications and targets the brand towards 16-24 year old males.

Chris Walker, client director at Big Communications, said: “We are confident that we’ve created a multi-platform campaign that will deliver real stand out for Boost in what is traditionally a crowded marketplace. Unlike more radical competitors, Boost is the more relevant, every day energy drink and it is this strength that our campaign plays on.”

The campaign consists of a radio ad, a series of six and 48 sheet poster executions, POS, digital and sampling activation. Media was booked by Bray Leino.

Simon Gray, Boost Drinks managing director, added: “The launch of the ‘Boostism campaign comes at a really strong time for the business. The campaign captures the essence of the Boost brand perfectly and we’re looking forward to seeing its impact on the consumer as well as our independent retail customers.”

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