Cadbury's Boost: Beyond Mars

Confectionery maker Cadbury had developed its Boost brand to compete with the ‘gutfill’ sector of the chocolate bar market, most notably the dominant brand, Mars.
Agency: Bartle Bogle HegartyAuthor: Derek Robson

Cadbury's Boost Beyond Mars

INTRODUCTION

This paper sets out to demonstrate how a very focused advertising strategy allowed a small brand to compete effectively with a big brand that dominated the market.

Definition of the problem

Boost was launched in 1986 and its advertising was produced by FCB until 1990, when BBH was awarded the brand. Boost operates in the largest sector of the chocolate market - the countline sector. This sector accounts for 32% of all expenditure (source: AGB). However, the countline sector can be further broken down...

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