Euro RSCG unveils new Cadbury energy brand

An Amazonian jungle, complete with beautiful tribal women, is the setting for a new £3 million campaign from Euro RSCG Wnek Gosper to back Cadbury's guarana-enhanced Boost chocolate bar.

The 30-second TV ad breaks on 1 October and will run for three weeks before a two-week run of six-sheet posters, as part of a media strategy planned and bought by Carat. Further ambient activity, including sampling, will be rolled out as part of the campaign.

The bar, launched earlier in September in the UK, brings the brand alongside other energy-enhancing products such as Lucozade and Red Bull in a £750 million sector, and is targeted at 16- to 24-year-old males who want mental as well as physical stimulation.

As well as familiar energy-drinks brands, Boost Guarana will also compete with GoCo, a guarana-enhanced chocolate bar marketed by Experentis in the UK. Boost Guarana was launched in Australia in 2001, using the strapline: "The chocolate bar with horns."

The ad features two British explorers searching for the stimulating herbal ingredient in the Amazon when they are captured by some exotic, but seemingly aggressive, tribal ladies.

One of the heroes realises he understands their language, and explains the reason for their search, tucking into a Boost Guarana bar and offering the tribe's chief a bite.

She reels in delight, and offers to do anything they want in exchange for the recipe. With his senses duly sharpened, the explorer tricks his uncomprehending mate into thinking the duo are in grave danger, and says he will sacrifice himself.

Later, we see him frolicking with the whole tribe.

Cadbury UK's deputy managing director, Tony Billsborough, explained that the combination of media, including press and PR, followed by TV, poster and ambient activity, continues a proven path in successful confectionery launches.

Billsborough added that Boost Guarana is the first mainstream chocolate bar to be enhanced with stimulants, and would compete ably with brands such as Red Bull.

"The 80s were dominated by 'cash hungry', the 90s by 'time hungry'. The 00s will be about 'energy hungry', and Boost Guarana is a major development to satisfy this need - a fast, delicious, long-lasting mental and physical energy hit," he said.

Euro RSCG's deputy managing director, Ian Maynard, said: "The key to the campaign is the market we're going after, which has a distinctive target audience. We hope the ads will work through defying the conventions of traditional confectionery marketing - they feel different, and the target audience will sense that."

The campaign was written by Ronnie Wishart and art directed by Brett O'Connor. It was directed by Andy Lambert through Partizan Pictures.

One Boost Guarana contains 54mg of caffeine, equivalent to a cup of coffee.

Guarana is a famed stimulant, and is extracted from the seeds of a berry which grows in Venezuela and Brazil.

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