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 'Boost is the secret of winning energy!'
Introduction
Boost is India's leading malt-based Health Food Drink in a chocolate flavour. It was developed by the company's R&D team in 1974 and launched in 1975-76. Its success characterizes the manner and skill with which GlaxoSmithKline Consumer Healthcare has responded to the changing contours of this product segment in recent times.
Boost has a market share of 13% countrywide amongst all Health Food Drinks (HFD), while in South India - the biggest region for the category - it commands a market share of 24%.
(Source: ACNeilsen Retail Audit)
The Firsts!
- Boost is the first HFD to have used celebrity endorsement to convey its energy proposition and has thereby successfully differentiated itself from other brands. It has been successfully endorsed by India's most famous cricket stars, particularly those with a humungous following among children. Kapil Dev, the most charismatic cricketer of his time flagged this off in the 1980s. The baton passed to Sachin Tendulkar in the 1990s. Sachin has remained steadfast in his support for Boost with the explosive Virender Sehwag joining the Little Master as brand ambassador in 2001.
- Boost was the first brand to introduce yellow granules in its formulation as part of the 'Power BoostersTM' relaunch in November 2002.
- It is also the first brand in this segment to have developed a 'shrink-sleeved' packaging way back in 1999. In recognition of this, Boost has won the prestigious World Star award for its packaging.
Continuous Innovation
With the brand philosophy being to continuously innovate and pioneer changes, in line with the changing market dynamics and ongoing consumer feedback, Boost has been restaged in May 2005. The brand now offers:
- an even better product - with the addition of Advanced Energy BoostersTM*
- a more sporty, more convenient bottle structure - now in plastic
- exciting new graphics
- compelling advertising with a high visual appeal that depicts the winning energy we all aspire to have.
New Boost ChocoBlast
'The energy of Boost, now in an Exxxtra Chocolate Taste!'
A new flavour of Boost - Boost ChocoBlast has been introduced in May 2005. It is one of the best tasting chocolate drinks in the market today. In addition, it is a more granular product and is powered with Advanced Energy BoostersTM*.
So, now you can have the energy of Boost, in an extra chocolate taste, at no extra cost!
Advanced Energy BoostersTM*
New Boost and Boost ChocoBlast are charged with Advanced Energy BoostersTM - Iron, Zinc and Magnesium along with other key vitamins and minerals that give extra energy.
Just 2 cups with # Advanced Energy BoostersTM provide:
| Nutrients (%)* |
Benefit |
| Iron (100%),
Copper, Folate, Vitamins B12, A, C (50%) |
Healthy blood for more energy and optimal physical performance |
| Vitamins B1, B2, B6, Niacin, Pantothenic Acid, Biotin (50%)
Magnesium, Zinc (17%); |
Energy release from food for efficient working of body cells |
| Vitamin D, Calcium (17%) |
For strong bones |
# Daily requirement as per US NRC, 2001
Things you didn't know about Boost
- Sachin Tendulkar appeared in a Boost advertisement for the first time at the age of seventeen.
- The kid, who starred in the Boost advertisement with Kapil Dev, went on to become a member of the Indian cricket team - Nikhil Chopra.
- There is a range of interesting products prepared with Boost which cater to local tastes: the Boost 'barfis', for example, in certain parts of India.
- Boost has the highest frequency of purchase among all brown powder users in India (Source: IMRB Household Panel).
- Boost has a household penetration of 40%-45% in several cities and towns in South India, the brand's stronghold. In towns like Chennai and Madurai this penetration exceeds 50% among SEC A and SEC B households and 40% among all households (Source: IMRB Panel Data Jan-Dec 2004)
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