Functional drinks brand Boost Drinks has unveiled a dynamic brand refresh, with eye-catching new packaging designed to leap off the shelf. The revised pack designs are poised to redefine the consumer experience whilst continuing to hero Boost’s great value proposition, offering high cash margins for trade partners and unrivalled value pricing for consumers.
The brand’s lozenge logo remains but now enjoys a subtle modern twist – a streamlined design approach that gives each product a slicker and more refined look. Rio, which was acquired by Boost Drinks in 2021, recently enjoyed a similar makeover, demonstrating the brand’s desire to adapt with the times and maintain a modern visual identity.
Boost Drinks is the sole brand to hold a top-three position in three distinct categories within the Functional Drinks market – Energy Stimulation, Sports Drinks and RTD Iced Coffee, and says that its brand refresh represents a strategic culmination of extensive consumer insight and research. Consumer testing helped the brand craft a fresh identity that "resonates with evolving customer preferences while maintaining its position as a market leader across the three major functional drinks categories".
"At Boost, we are constantly striving to push boundaries and exceed our customers’ expectations," said Adrian Hipkiss, Commercial Director. "Our latest brand refresh is a testament to our dedication of staying ahead of the curve and reflects our commitments to innovation. The new pack designs offer an exciting new visual identity for consumers to enjoy, whilst feeling assured that they will be enjoying the same great taste and value they’ve come to know and love – and that’s what makes Boost among the top three selling brands across three functional drinks categories.”
Retailers and customers alike will witness a new Boost brand design and proposition in 2024, backed by a roll-out of fresh New Product Development across the brand’s Energy and Sport categories, supported by the creative, integrated campaign, “There’s a Boost For That”.
The integrated campaign will see a huge investment from the brand with a 360-marketing strategy covering trade and consumer with both above the line and below the line support. A multi-channel approach will see the revised brand identity and messaging rolled out across a wide variety of online and out of home formats.
