Euro RSCG continues Boost campaign

Cadbury Trebor Bassett is launching its second burst of advertising for Boost Guarana, which is leading the company's entry into the expanding energy confectionery market.

Euro RSCG Wnek Gosper has produced the TV and radio campaign, which takes a humorous approach to promoting the bar's claimed invigorating properties.

The advertising, breaking next Tuesday, aims to turn Boost Guarana into a potent competitor to other energy-enhancing products such as Lucozade and Red Bull in the £750 million sector.

Carat is handling media planning and buying for the campaign, which is targeted at 16- to 24-year-old males looking for a rapid energy rush.

The bar was launched in the UK six months ago.

In the TV spot, a tyre changer is turned into an ace tyre tightener in a Grand Prix pit team. But his super ability is found to come from Boost Guarana and, disgraced, he ends up handing out inner tubes to kids at a water park. The film ends with the line "Without it you're nuffing".

The radio work sustains the theme of people performing spectacularly, including a milkman who completes the rounds for the entire dairy.

The TV campaign was written by Neil Williams, art directed by Ed Bones and directed by Pedro Romhanyi through Outsider.

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