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‘A purchase trigger’: Drinks brand Boost on its strategy for winning over ‘hearts and minds’
Having achieved scale, the UK energy drinks company has its sights set on the “big brand objective”.
Drinks brand Boost has a marketing challenge in that it operates across three distinct and competitive categories: energy, sport and iced coffee. For the past five years, it has been the task of commercial director, Adrian Hipkiss, to find a “meaningful” way to bring the portfolio together to benefit both the brand and consumer.
“We’ve got scale and have a strong presence in the market,” says Hipkiss. “The challenge from a marketing communications point of view is bringing three very different categories together…Ultimately, the objective is how we educate shoppers about how we can meet their needs across those categories.”
Cue Boost’s latest and first fully-integrated marketing campaign, ‘There’s a Boost for that’, which the brand has created with agency partner Refinery. The ad leverages the whole portfolio to showcase a range of scenarios where Boost’s drinks can play a role, such as exam revision, ‘leg day’ at the gym and choosing an outfit for a date.