Harrogate agency Alchemy Media has helped Leeds-based Boost Drinks to launch its summer on-pack promotional campaign.
Alchemy Media was briefed to create a media strategy that would bring to life the new brand direction of ‘Never miss a beat’.
The consumer media campaign kicks off with an MTV partnership, building up to Boost sponsoring the upcoming live music event ‘Ocean City Sounds’ in Plymouth at the end of July.
In support of this, Alchemy developed an integrated media campaign across TV airtime, VOD and digital advertising, together with event activation.
The campaign also taps into this year’s ‘must see’ TV show Love Island, with spot advertising across ITV2 and ITV hub. Print and digital advertising will run across digital channels including Heat magazine and Joe.co.uk, together with trade media support throughout the summer.
Amy Cresswell, Client Services Director at Alchemy Media, said “This campaign heralds an exciting new chapter for Boost Energy drinks and we were keen to explore new ways to reach and engage with our core millennial audience.
“The MTV Ocean City Sounds partnership has allowed us to amplify our spot airtime activity with Sky and create a campaign that extends across the event. With Love Island being set to be one of the most talked about events on TV again this year we were keen to expand the campaign across ITV2 and be a part the summer’s greatest show”.
Fran Matthews, Consumer Marketing Manager at Boost Drinks, added “We know we have to outshout the competition by creating something memorable that will deliver cut-through and interrupt our consumers busy lives. Alchemy have delivered a media strategy that allows us to do just that across a number of different channels and platforms, once again demonstrating their ability to help challenger brands amplify their media investment.”