Boost is launching its biggest ever consumer campaign across the UK, designed to take the number two energy drinks brand to millions of new consumers.

The Release the Boost initiative will involves quirky radio advertising that takes the listener through the roller coaster ride of energy experienced when opening a can of Boost, and aims to reach millions of new consumers, supported by digital banners placed across sites such as Spotify and the Daily Mail.

Online activity will give consumers the chance to win prizes such as £1,000 in cash or the opportunity to create a trip of a lifetime, with £5,000 of holiday vouchers to spend on an experience such as swimming with dolphins or visiting one of the seven wonders of the world. Additionally, a direct university sampling campaign will get Boost into the hands of over 350,000 students.

In October experiential activity will kick off in Manchester, Birmingham and Belfast to ‘Release the Boost’ to passers-by. Above the line advertising, PR and social media will also be in place to support all of the activity.

Boost strategy director Kirsty Birks said: “Retailers across the country should really see the benefit of our consumer marketing activity this autumn. We have enjoyed great success and have grown to become the UK’s number two volume brand*. As such we are keen to capitalise on this and extend our reach to new customers.

“This exciting series of activity is our biggest push to date and aims to engage customers and significantly raise awareness of the Boost brand, while ultimately helping to drive sales.

“The promotional materials we are producing are innovative and designed to grab attention and really push sales. We will continue to support our trade partners with advice and equally eye-catching marketing materials, especially as we envisage there will be many more customers looking to try Boost products. For example, the team will be on hand to offer guidance on depot displays and a bespoke direct mailer will be distributed to retailers.”

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