The desired identity of Boost is not being communicated well enough, as many people associate the energy drink with alcohol and is also viewed as a “cheap” second best product. We want people to believe Boost will help them in their lives, be it extra energy for sport, work or even the drive to get assignments in on time., without having to settle for less taste or breaking the bank.
Currently Boosts market consists of students and money conscious individuals, thus giving other people the impression it is a second best and non serious product and choose a competitor. Boost is male orientated, a “party drink” mixer and a cheap alternative to drinks like Red Bull.
The new identity should express seriousness to a certain degree, for example becoming more involved in sport, so customers know it can do the job, even though its cheap. However, the brand should still stay light hearted and fun, so current customers will not be scared away by a dramatic change. It should also show women can drink Boost as well as males.
This new identity can be communicated through the three elements that will be changed. Seriousness/light hearted balance can be shown through the advertising campaign. Involvement in sport can be achieved through promotions and creating a gender neutral image can me portrayed through packaging design.
