Malt-based health drink Boost has launched in its new avatar with ‘Power Energizers’. The new Boost will be supported by innovative packaging, a fresh new look and design as well as a new brand campaign – ‘More I Play, More I Learn’ – re-iterating the importance of sports in teaching valuable lessons that help make one a winner in life.
Young children need to have the freedom to play, explore and learn the spirit of team work, discipline, healthy competition, resilience, leadership, determination, sharing in an enjoyable manner. The lessons one learns on the playground are invaluable and help build character and confidence.
Speaking on the new campaign, Shubhajit Sen, Executive Vice-President, Marketing, GlaxoSmithKline Consumer Healthcare, said, “Boost has consistently laid importance on the relevance of sports and outdoor activity in building a child’s overall personality. The new boost campaign is taking the brand philosophy one step forward and reinforcing the brand’s core belief that sports helps develop values in children that help them come out as winners in all life situations. The new Boost continues to reiterate that indulging in sports helps bring out the winner in youngsters. Through this campaign, our effort is to encourage kids to go out and play.”
Anuja Chauhan, Executive Creative Director and Vice President, JWT, said, “Being in the realm of sports for so long, the challenge in front of the brand was to arrive at a relevant message for today’s kids on how sports could transform them as a better individual and gear their minds to imbibe truly important lessons of life. ‘Winning’ had been a Boost brand benefit that resonated with kids for long, so now the brand could appropriate winning in sports to a winning attitude in life.”
The ‘More I Play, More I Learn’ is a 360-degree campaign, which includes on-air, on- ground, trade visibility, PR outdoor activation. The campaign also includes innovative in-store execution at modern format retail outlets such as Big Bazaar, More, Metro, Spencer’s, Reliance Hypers, Vishal Megamart, Heritage and Magna, among others.
The execution reflects the theme of ‘Go play’ through in-store creatives such as cricket stadium displays, basketball pillar floor standing units and other innovative communiqué.