Magazine article Marketing

Cadbury Unveils 'Energy' Boosts

Magazine article Marketing

Cadbury Unveils 'Energy' Boosts

Article excerpt

Cadbury Trebor Bassett is extending Boost as an energy-enhancing chocolate brand in a bold attempt to take on energy drink giants such as Red Bull.

The confectionery company has briefed Euro RSCG Wnek Gosper to develop an advertising campaign to support this weekend's launch of Boost Guarana and Boost Glucose, both of which will be targeted at a youth audience looking for a rapid energy rush.

The launch is a significant move for Cadbury, which has not previously promoted the energy-giving properties of its products in the UK.

Boost Guarana will offer a hit of mental energy, while Boost Glucose will offer physical fuel. The two countline bars will be sold for 39p.

The guarana product has already provoked controversy in Australia, where it was launched in 2001 under the name Viking, with the strapline 'The chocolate bar with horns'. Educational bodies raised concerns that the high level of guarana in the product made it unsuitable for children under 15, pregnant women or people sensitive to caffeine. …

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