Cadbury Boost: Meme, Myself & I

Cadbury’s confectionery company’s Boost chocolate bar was struggling to maintain relevance in a highly competitive sector.

Cadbury Boost: Meme, Myself & I

Toby Harrison and Simon WassefDroga5

Synopsis

At launch in 2005, Boost became the nation's top selling chocolate bar. But by 2011, a sales decline had seen it fall way behind the pack, languishing in a paltry 7th position.

In response, Mars, Snickers and Kit Kat had all raised their game and spent heavily to remind Aussie blokes why they were the choc-bars to choose. But as the years passed, Boost failed to stand for anything, and was paying the price.

To survive, Boost needed to reconnect with the nations choc-bar buying youth. To...

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