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GSK Consumer Healthcare gives a Boost to its choco-malt health drink for kids

A campaign, conceptualized by J. Walter Thompson, re-establishes the brand as a kid's favourite energy booster, in a brand new packaging and design

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GSK Consumer Healthcare gives a Boost to its choco-malt health drink for kids

GSK Consumer Healthcare gives a Boost to its choco-malt health drink for kids

A campaign, conceptualized by J. Walter Thompson, re-establishes the brand as a kid's favourite energy booster, in a brand new packaging and design

BestMediaInfo Bureau | Delhi | April 15, 2016

Boost Click on the image to watch the TVC.

GSK Consumer Healthcare Ltd., a leading health food drinks company, has given its choco-malt energy drink, 'Boost', a make-over, overhauling both the product and its packaging, to be able to connect better with kids.

GSK Consumer Healthcare Ltd. is a subsidiary of the UK-based multinational, GlaxoSmithKline plc of U.K., which is among the world's largest producers of consumer healthcare products. Among its everyday healthcare products in India, is the choco-malt health drink, Boost.

A campaign, conceptualized by J. Walter Thompson (JWT) now reworks the consumer-shopper communication, with a new film, featuring the captain of the Indian national cricket team, Mahendra Singh Dhoni. The revamp is in sync with the brand's core philosophy of ceaselessly catering for the choice of kids. Both the packaging and the marketing plan of the energy drink reflects the philosophy.

The brand has tried to stay contemporary with a packaging that is clutter-breaking. The packaging has been designed to draw the shopper's attention to two key elements of the product, namely - 'what goes into a cup of Boost' and what the shopper gets out of it.

The new television commercial demonstrates how Boost helps unleash the winning streak in kids. The TVC depicts a cricket ground where a puny, little kid has been left out of a game by the bigger boys. As the disheartened kid begins to walk away, a hand stops him from behind and a voice asks him if he would like to play.

The kid turns around to find cricket captain M. S. Dhoni. The kid drinks a cup of Boost with a loud slurp and gets ready to bowl with Dhoni. So long underestimated by the senior boys on the field, the kid startles everyone with his performance and even beats Dhoni in the end.

Everyone acknowledges him as a strong kid with energy and confidence derived from Boost and that he was now ready to play at the next level. The core message of the TVC is that Boost, which is enriched with proteins, energy rich cereals and nutrients, helps build energy day by day, to give three times more stamina, that helps kids play at the next level.

Boost has always been a strong brand with a loyal consumer base, particularly in its core market in the South, where it is the second leading health food drink brand. The brand has always focused on stamina as its key benefit and collaborated with inspiring sports celebrities in its promotional campaigns. The new commercial sticks with the brand legacy and will be promoted both on-ground and on the digital platform to build a better connect with consumers at relevant touch points.

Prashant Pandey Prashant Pandey

Commenting on the new campaign, Prashant Pandey, Head of Marketing for Nutritional and Digestive Health, GSK Consumer Healthcare, said, “Boost has always stood out from the rest of the category as it is the only brand that single-mindedly speaks directly to children and their aspirations. With this re-launch, our task is to convince them that Boost gives them more stamina day by day, improves their performance to the next level and helps them win against bigger challenges. We will continue playing on our strengths of delivering category leading energy science, brand love driven through sports heroes and communicating it effectively to our consumers, in newer and more innovative ways.”

Commenting on the TVC, Sayantan Choudhury, VP and Senior Creative Director, J. Walter Thompson, said, “Boost has always been about fueling the winning spirit of the kid, by giving them the stamina to win. And it is this inherent spirit of competition in every kid that this TVC tries to pay homage to, which no matter what the odds or who the opponent, always shines through.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client:  GSK Consumer Healthcare Ltd

Product: Choco-malt based drink, Boost

Agency: J. Walter Thompson (JWT)

Managing Partner, JWT: Sanjeev Bhargava

Chief Creative Officer, JWT: Senthil Kumar

Chief Strategy Officer, JWT: Bindu Sethi

Sr. Vice President & Executive Business Director, JWT: Subho Sengupta

Vice President and Client Services Director, JWT: Charu Bhatnagar

Vice President & Strategic Planning Director, JWT: Rinku Ray

Vice President & Strategic Planning Director, JWT: Shubhrojyoti Roy

Associate Vice President & Sr. Creative Director, JWT: Sayantan Choudhury

Associate Vice President & Sr. Creative Director, JWT: Sumonto Ghosh

Client Services Director, JWT: Arjun Purkayastha

Client Services Director, JWT: Dushyant Jethani:

Account Planning Director 1, JWT: Nikhil Thakkar

Account Executive, JWT: Priya Azad

Director of the film: Hemant Bhandhari

Production House: Chrome pictures

Media Planning: Mindshare

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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