Magazine article Marketing

Cadbury's TV Boost

Magazine article Marketing

Cadbury's TV Boost

Article excerpt


If you've never seen a Boost chocolate bar commercial, the chances are you are a sport-hating female, living in London. At least, that is, if the media buying policy is working.

The Cadbury brand's buying, handled by outgoing ad agency FCB, had a strictly selected roster of TV programmes to choose from on Boost. And the target audience is different to that for rival brand Rowntree's Kit Kat.

Boost, launched in 1985, has devoted all of its budget - 2.4m [Pounds] in the year to September - to TV. "It's a relatively new brand, so it's been going through a period of establishing itself in the UK market," says FCB media director John Taylor. "And, since it was launched, it has had a number of variants that have spun off from the original. We needed to establish the name in a fairly impactful way and TV is the obvious way to do it."

The key slots for Boost are in sports programmes and in later peak-time programmes. "Boost is targeted particularly at younger men," says Taylor.

This bias is also reflected in other marketing activity on the brand which includes sponsorship of a basketball team. …

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