With 250 stores in 16 countries and founder Janine Allis back at the helm, Boost was poised to go from a successful brand to one of Australia’s great brand icons.It turned to Bastion to do just that. Using our BE Branding process we helped Boost re-examine the basic emotive drivers of people seeking a refreshment on the run. The resulting insight was simple and clear; no-one seeks a refreshment without the base desire to feel just that little bit better. A good smoothie won’t save your marriage or get your kids through school, but it can bring a moment to your day when you get an all-important boost to the way you feel.
We introduced the new positioning line; Boost… the way you feel.
From here, Boost needed to own the offer – to ensure people feel better because of an encounter with Boost. And because this insight was all about the Boost experience, we naturally turned to the Boost army to reignite the brand.
Then came the best bit.
We convinced Boost not to deliver ‘feel better’ through the predictable and easy option of product claims, smiling kids and load of colourful fruit.
Rather, we tapped into Janine’s very deep convictions about society and today’s youth. We gave Boost something to say that would make so many average Australians feel a whole lot better.
We gave people something to thank Boost for.
In a piece of genuine BE branding, Janine stood up for her youth army, declaring the entire Boost workforce was on the march, fighting against damaging Gen Y stereotyping, encouraging people to give kids a chance.
In doing so, she positioned Boost as a brand of substance, beyond product and taste – a business with something to say.
As such, Janine gave parents all-important optimism, she showed all kids there was someone in their corner and she gave society a balanced view of our youth.
The result was pride in the Boost network as the 4500 kids puffed out their chests and arrived at work ready to take on the world. Boost had a heart and a cause. And the experience delivered by these proud kids ensured everyone who came within a metre of a Boost juice bar felt just that little bit better.