How Boost is paying way to effectively target kids using Pokkt's proprietary software and overall, driving brand preference

Boost Drinks, an energy drinks brand, increased consideration among its target audience by creating a 3-part video series with its celebrity brand ambassador, Virat Kohli.

Campaign details

Brand: Boost - GlaxoSmithKline Consumer Healthcare, IndiaLead agency: Mindshare India Pvt.Ltd., PokktRegion: APAC

Objectives

Boost has been a repertoire brand in the health food drinks category for GSK; its growth fueled by high brand preference and pester power among kids with its communication focusing on taste, credentials and sports celebrity. Brand preference (measured through regular brand tracks) is also considered as a lead indicator of sales. In 2016, Boost started facing the issue of 'Declining Brand preference'; subsequently slowing down growth. This was an indication that somewhere the brand was losing connection with...

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