Skip to content
Search
AI Powered
Latest Stories

Boost launches new chilled coffee RTD and £1.2m ad campaign for energy drinks

Boost energy drinks has announced a brand new £1.2 million autumn campaign, titled “Choose Now”, that will air from 18 September, and which will include three new TV commercials, extensive digital, and an OOH spend with ads on 175 buses. It celebrates the busy, innovative lifestyles of today’s young consumers and the creative “side hustles” they use to get ahead, enjoy themselves and deal with life.

“The consumer insight behind the campaign is that we’ve learnt our audience is busy,” said Adrian Hipkiss, Boost’s Marketing Director. “Life is hectic, they’re switched on 24-7, multi-tasking, side-hustling and hobby-loving. We talk a lot about this audience – called Generation Hustle. It’s a mass audience, ultimately people living for the everyday juggle


At a morning briefing today, 10 September, Hipkiss outlined the company’s strategy as they step up their presence in the RTD iced coffee sector as well as in the energy drinks cabinet, stressing that the two kinds of product will be treated as separate and discrete markets.

The RTD coffee opportunity is in extreme growth right now, and Hipkiss quoted figures of 56.4 per cent volume increase, with iced coffee now totalling £144m. “We are currently the third fastest-selling drinks brand in the energy category, and also the third fastest-selling iced coffee brand in Convenience,” he announced.

“You will notice that our product has a superior caffeine content, and it has less fat than the market leader,” Hipkiss added. “It’s a very stable product, with a really smooth taste. It also offers retailers 18 months’ worth of shelf life … We really see a big future with chilled coffee.”

The chilled coffee RTD skus now comprise a Boost Double Espresso, with 150mg of caffeine per serving, Boost Latte (113mg) and a new Boost Energy (75mg).

Other elements to note – partly consequences of the lockdown and changes in consumer behaviour – include health-slanted purchases (with 66 per cent of 18-24-year-olds regarding chilled coffee as a ‘better alternative’ to sugary drinks); the rise in preference for flavour in energy drinks, with 34 of the of the volume growth being attributed to taste development; and also an increased preference for less sugar in energy drinks, where sugar-free is growing at 3.6 per cent annualised – well over double the rate of full-sugar at 1.4 per cent. Boost’s sports business is now in 44 per cent YoY growth.

The new “Choose Now” campaign is also is set to launch an initiative aimed at providing “generation hustle” funds to give their side businesses and hobbies a boost. The Choose Now Academy is launching in September/October and will give consumers the opportunity to win their share of £15,000. Living on Boost’s social media channels (not on skus), the initiative will involve hopefuls pitching their ideas to Boost’s hustle panel made up of the brand’s campaign ambassadors. There will be one overall winner who will receive £10k worth of funding, and five runners-up who will receive £1,000.

“Retailers must ensure that they are giving their consumers as wide a choice as possible from big brands, alongside challengers, to benefit from increased sales,” Hipkiss summed up, revealing lessons learned under lockdown.

“The sports energy category was under a lot of pressure in the first stages of the pandemic, but we have seen a massive recovery. For example, in the past 12 weeks, due to changing shopper habits, four-packs of energy drinks have grown by 44.7 per cent, with Boost sales having grown by 112.6 per cent.”

Right now, the energy drinks category is bursting with get up and go.

More for you

David Murray promoted as pladis CMO, Mete Buyurgan takes UK & Ireland helm

Mete Buyurgan (L) and David Murray

David Murray named pladis CMO

Snacking giant pladis has announced David Murray, currently leader of its UK and Ireland enterprise, will transition to the newly created position of global chief commercial officer.

After five years at the helm of pladis UK&I, Murray’s new role will see him take ownership of the company’s global platform and brand strategy along with its commercial transformation.

Keep ReadingShow less
Illegal cigarettes in Meir

Illegal cigarettes

iStock

Thousands of illegal cigarettes seized from Meir shop raids

More than £20,000 worth of illicit tobacco and vapes were seized from multiple premises in an one-day operation in Meir by Trading Standards team along with officers from Stoke-on-Trent City Council and Staffordshire Police.

The operation is the latest across the city that resulted in 13 shops being closed in the last 12 months, and forms part of Operation Cece, which is a National Trading Standards initiative in Partnership with HMRC to tackle illegal tobacco.

Keep ReadingShow less
​Don Julio Tequila

Don Julio Tequila, owned by Diageo. The spirits giant sells billions of dollars worth of tequila and Canadian whisky in the US.

Photo by Anna Webber/Getty Images for Flipper's Boogie Palace

Diageo suggests tougher rules of origin requirements as alternative to Trump’s tariffs

Spirits giant Diageo has suggested the US government consider tougher rules of origin requirements in trade agreements as an alternative to tariffs, a letter to the US Trade Representative showed.

In the March 11 letter, Diageo, the world's top spirits maker caught in the crossfire of US president Donald Trump's effort to remake global trade, argued that new rules of origin could support his aims and benefit the industry.

Keep ReadingShow less
Asda store with Rollback pricing sign for 2024 sales strategy

Asda Express stores offset sales dip at the supermarket

Asda's profits climb despite sales decline, driven by George and Express

Asda on Friday reported a decline in its annual sales for the 2024 financial year, but the retailer has seen profits rising on margin gains.

The supermarket chain said its total revenue for the year to 31 December 2024 declined by 0.8 per cent to £21.7 billion, while like-for-like sales (excluding fuel) were lower by 3.4 per cent.

Keep ReadingShow less
Strategic Ranging of Premium Apple Cider Essential for 2025 Sales

Henry Westons Vintage 500ml is the number one cider SKU in the convenience channel

Crafted cider surge: Retailers urged to embrace premiumisation for sales boost

The unstoppable rise of crafted apple cider is setting the benchmark for success in the UK’s £1.1 billion off-trade cider market, according to the latest Westons Cider Report.

The leading cider producer advises that convenience retailers who prioritise premium products and strategic ranging will be best placed to drive sales in 2025.

Keep ReadingShow less