From the SWOT analysis we can isolate four main elements of branding which could be changed to improve the Boost brand.
Identity
It is unclear who Boost really are. They seem like they want to be seen as a sports drink, which is fun and light hearted, but in reality Boost seems to be seen as a cheap alcohol mixer and seen as a student drink. It is necessary to develop the identity, to communicate its personality in a clearer way, so people will think about the brand in a better way.
Packaging & Logo
The reason Boost’s audience is mostly male, may be due to the style of packaging. The bottles are very hard hitting with metallic silvers and electric blues. The packaging seems intimidating to older people and women. The packaging should be changed to make Boost a gender neutral product. Also the boost family does not look like a family, whilst the logo is still the same, in fact all the labels are different and the bottle shapes do not match. For the different products to be recognised as one brand they should all be the same style.
Promotions
The current market is typically young males, and students. It is crucial that the promotions make Boost appealing to the extended target market.
Advertising
There is a severe lack of advertising for Boost. A new campaign could bring the brand back to life. To remind people Boost is still available AND they offer a whole range of different products for different needs.
