Boost: Stamina changes the game

Ummiya Rahman

Campaign details

Brand Owner: GlaxoSmithKline Consumer Healthcare Bangladesh
Lead agency: Grey Advertising Bangladesh
Brand: Boost
Country: Bangladesh
Industry: Non-alcoholic, soft drinks
Media: Newspapers; Television
Budget: 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, which were also from the house of GSK. At the time of the relaunch of Boost, the overall growth rate of the category was going up by more than 15%3, whereas Boost was declining.