Boost: Stamina changes the game

This case study describes how Boost created new terminology both to promote its brand within the health food drink (HFD) category, and to not cannibalise the market share of other GlaxoSmithKline Bangladesh HFD products.

Boost: Stamina changes the game

Ummiya Rahman

Campaign details

Brand Owner: GlaxoSmithKline Consumer Healthcare BangladeshLead agency: Grey Advertising BangladeshBrand: BoostCountry: BangladeshIndustry: Non-alcoholic, soft drinksMedia: Newspapers; TelevisionBudget: 500k - 1 million

Market background and cultural context

A saturated category with similar promises and benefits

Boost, a health food drink (HFD) brand from the house of GlaxoSmithKline (GSK) was operating in a market where it had only 1.2% market share.1 The HFD category was led by Horlicks and Junior Horlicks, both possessing 80% of market share2...

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