Boost to Accelerate Retailers’ Summer Sales with New Promotion

This summer Boost Drinks is helping independent retailers maximise soft drink sales with a new on-pack promotion across its bestselling 250ml Original Energy PMP variant.

  250ml Render No BG

Summer is always a key time for the soft drinks category and Boost will be helping to draw more consumers to the shelf and increase sales amongst existing ones with an eye-catching, on-pack consumer competition. The promotion will run from 11th June to 5th October. The energy, protein and sports drink producer has always ensured supporting independent retailers is at the heart of its strategy and promotional activities.


The competition has been designed to be as simple as possible for consumers to enter.  Purchasers simply enter the code from their can to be in with a chance of winning the top prize of a holiday to Barcelona including experiences in the city, as well as daily and weekly giveaways such as smart watches and shopping vouchers.  In addition to this, Boost will be providing samples of its 250ml Original Energy PMP variant to 100,000 office workers across Manchester and Birmingham to highlight the promotion.


Simon Gray, Founder and Managing Director of Boost, said: “At Boost we’re always looking for ways to support independent retailers and help them maximise on sales, that’s why we’re incredibly excited about this new promotion. It’s one of our biggest campaigns to date, and it’ll be supported by a huge array of marketing activity to help drive consumers into stores. We’ve thought hard about how to ensure it’s a success and we’re certain that retailers and consumers are going to love it.”


Earlier this year Boost unveiled its new sugar free Punch Power 250ml can. Boost has stated that it will ensure all of its products are below the sugar levy levels going forwards but will not increase costs or pass any cost onto the retailer or consumer. 


Simon continued: “We pride ourselves on working closely with retailers to offer advice and learn about what works best for them. With the introduction of the sugar levy this year we want to reassure retailers that we’re constantly looking at ways to introduce new products and campaigns that both they and consumers will love. We’ve reformulated our energy range to 4.9g of sugar per 100ml in response to the levy but ensured we’ve kept the same great taste.”


Boost will also be launching its largest consumer marketing campaign to date, in order to build brand awareness and drive customers into store this summer. The campaign will include the brands first live television advert, which will air across ITV2 and Video on Demand during some of the biggest shows of the summer such as Love Island.  The activity will also include partnerships with MTV (and its Ocean City Sounds festival), and Heat magazine. 


Retailers in the area local to MTV’s City Sounds Festival in Plymouth will also be able to join in as Boost will be running a competition for retailers to win tickets to the festival. Boost will also be dropping off cases of the promotional cans to specially selected retailers in the area.


Boost continues to go from strength to strength in every area where its drinks are on sale and now holds the first, second and third spot for the top-selling soft drink in Northern Ireland. The convenience sector in Northern Ireland covers more than 1,100 independent retail stores, excluding the large multinational supermarket chains, and the top selling soft drink SKU by some distance is the original Boost Energy 250ml followed by the Boost Energy Red Berry 250ml can and the Boost Energy Sugar Free 250ml can[1].  The Boost 250ml Original energy SKU also holds the number 3 spot for the largest stimulation SKU in the UK convenience market.[2]


[1] Source: IRI Marketplace Data Symbols and Independents unit sales 52 weeks to April 22nd, 2018

[2] * Source:  IRI Marketplace Data Symbols and Independents 52 weeks unit sales to 31stDecember 2017

Author: kimbarnard

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