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.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).