New campaign is a no-brainer for Boost Drinks.

Strategic and creative agency Propaganda has produced a new consumer-facing campaign for leading functional energy drink brand Boost.

A new creative concept for the brand was born as a result of trade and consumer research findings carried out by Propaganda. The campaign ‘It’s a no-brainer’ was created as the theme for the consumer campaign to reflect the simplicity of making the decision to choose Boost. Propaganda wanted to highlight the benefits of Boost’s value combined with great taste proposition, as well as showcasing more of the brand personality to appeal to a broad consumer audience. Propaganda has advised on all areas from the development of the concept, to the creation of the consumer campaign, which will roll out on a regional level starting in Leeds, this spring.
Propaganda and Boost have worked closely since 2008 to build the brand’s overall positioning within the highly saturated soft drinks category with a strategic marketing campaign. As the energy drinks market continues to enjoy a boom, Boost’s sales are up 26% year-on-year.

Focusing primarily on building trade relationships with wholesale and independent retailers, Boost’s quality and value offering has thrived in the recession with trade customers and this success has paved the way to communicate directly with consumers for the first time since the brand was established in 2001.
Kirsty Cowan, group business director at Propaganda, commented: “Since the beginning of our journey with Boost in 2008, we have helped transform the brand to become recognised as the UK’s leading independent energy drink within the soft drinks category. Boost is still a young business with significant potential and is thriving within the trade, where its value proposition has really resonated. During the recession, consumers are demanding better value for money brands, that don’t compromise on taste and performance, so this is an ideal time to launch a strong consumer campaign that communicates Boost’s key proposition.”

Simon Gray, managing director at Boost, added: “It’s a no-brainer’ is a strong creative proposition that sums up the Boost brand for consumers perfectly. Our successful partnership with Propaganda has enabled us to penetrate this arena for the first time and we are looking forward to unveiling the new campaign around the country.”