Propaganda triumphs in Boost Drinks pitch
Boost Drinks, the independent drinks company, has appointed Propaganda to its advertising business, ahead of the injection of an additional 30% to its marketing budget next year.
The agency won the account following a pitch against undisclosed agencies including the incumbent The Whole Caboodle. Propaganda is working on a campaign to launch at the beginning of the year across all its brands.
Boost Drinks managing director Simon Gray says the company is looking at new product developments for next year and adds that all its brands will be supported by increased marketing activity.
This year, it has moved into the smoothie market with the launch of Boost Smoothie (MW March 20). The ambient offering was supported by an ad campaign, which pushed the message “fuelled by nature”.
The seven-year-old company’s flagship brand Boost Energy was initially positioned as an alternative to Red Bull. It first launched in a one-litre PET bottle and eventually launched a 500ml size to capitalise on the impulse market. It now has a 250ml can and has launched a sugar-free version, Boost Light and its variant, the low calorie Boost Cranberry.
Last year the company launched Boost Sport, in a bid to encroach on the territory of Lucozade. The isotonic drink is available in Orange and mixed berry flavours.
Boost Drinks claims to have reached growth of over 100% year on year and has full UK distribution in the major wholesalers, retail chains, forecourts, convenience stores and off-licences.
