Cadbury's Boost: Why Work and Rest When You Can Play
Cadbury's Boost chocolate confectionery bar needed a change in advertising strategy to effectively compete with the market leader (Mars Bar). Target audience: 16-24 age group. Media used: TV and radio. Results: advertising is estimated to have lifted sales by 55% over 3 years. Behaviour changes, attitudes and brand image are all discussed. Foundations were laid for future brand growth.