When Boost launched in 2005, it shot to #1 in Chocolate Bars, but by 2011 it had slipped to #7. The Boost brand lacked personality when compared with its competitors like Snickers and Mars. As a result the brand had lost relevance amongst its core audience of Men 14-29.

Droga5 presented MTV with a communication challenge of giving Cadbury Boost a new personality in a cluttered and competitive market, with limited budget. We also needed to convince a traditionally ATL & TV focused client the benefits of speaking to their target audience in a new way.

We knew we had connect to a generation of socially connected consumers that know how to avoid traditional ads. For this target audience nothing starts faster, or is shared more, than Internet memes, so Droga5 and MTV set out to create some of our own BUT as a group we understood that brands can’t simply buy a piece of Internet culture, they can only contribute to it and make the campaign viral.

MTV produced a mockumentary on the people behind the memes. Including the popular Bondi Hipsters and international content creators, the campaign won Most Outstanding Use of STV for A Consumer Advertising Campaign at the 2013 ASTRA Industry Excellence Awards.

As Head of Brand Strategy I coordinated the campaign between channel, client and creative, leading the brief response, campaign flighting and media investments.