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Boost drink shakes things up with ‘Choose Now’ campaign

September 22, 2020 | 3 min read

Independent functional drinks brand, Boost Drinks, has launched its biggest and most exciting marketing campaign to date. Choose Now was created in partnership with creative agency, Finn, and media agency, Alchemy Media.

Driving reappraisal while shaking up a fixed repertoire, Boost has invested £1.2m into the Choose Now campaign, spanning across TVC, digital, social media, and OOH.

Targeting an audience that personifies ‘Generation Hustle’, the Choose Now campaign is all about living in the moment and grabbing life by the horns, all while juggling multiple jobs, numerous hobbies, and various passions. Aptly launching at a time where hustling is the ‘new normal’, Boost celebrates the nation’s go-getters, that strive to make the most of each day.

The brand new TVC, launched on September 18th across major TV stations. It features a snapshot of the lives of three hustlers, weaving in and out of their demanding careers and pursuing active side hustles. Using a multicultural mix of dynamic personalities, the TVC is upbeat and fun, with a cinematic look and feel that engages the audience on every single beat.

The OOH activity, launched on September 21st, mirrors this creative route, highlighting everyday people as hustling heroes, incorporating everyone from A&E nurses to DJs, sharing just how extraordinary Boost drinkers really are.

In addition to the TVC and OOH, the brand has seen a bold repositioning designed to further elevate the products and drive incremental sales. As part of this work, the entire Boost portfolio has undergone a packaging refresh and the website has been relaunched. Independent retailers will be kitted out with brand new POS celebrating the campaign on-shelf.

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 the shelf while driving a higher propensity to purchase.

Commenting on the Choose Now Campaign and brand refresh, marketing director, Adrian Hipkiss said: “Our marketing campaign this year is bigger and better than ever before, and we’re absolutely thrilled to have been able to launch our new TVC and OOH campaign, bringing our new position to life, during such challenging times. The campaign is a real step-change for us and leverages our challenger credentials as a down-to-earth brand that champions everyday, local people.

“As a business that is committed to selling exceptional value products exclusively through independent retailers, the campaign was developed with the channel in mind to ensure we’re continuing to add value. For this reason, it was important to us that we took the brand to the next level with our biggest investment to-date to help drive consumers into stores and increase sales for retailers.”

The Choose Now campaign and repositioning work undertaken by Boost, comes off the back of an incredibly successful 2019 that saw Boost become the owner of second largest stimulation energy SKU in the UK and the fastest growing sports drink.

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