If you’ve been into any mall or shopping strip in Australia you have no doubt witnessed the Boost Juice phenomenon slowly, or loudly, growing around you. Simple concept – Juice, fruit, Ice and if you believe the hype – supplements. Young kids serving, loud dance music and a fresh and energetic feel about it….okay, time to reveal my addiction to Boost. It’s not that I have to always drink it – I actually enjoy the experience. I enjoy the the fun of the place, I enjoy my breaky-to-go-go (you know banana, honey, ice, muesli, frozen yogurt – I think) and most of all I love their marketing and I love that they are Australian, (albeit inspired from the Yanks).
Actually, come to think of it their ads on TV have always been a bit over hyped for me, can Boost Juice really make you jump off the walls and run around and have fun? Is that giving a bit much credit to the energy value of a bit of ice and fruit juice, this ain’t Red Bull you know. But TV advertising aside, I like the experiential marketing of the product on site, the price is right for me, they have a simple loyalty program (VIBE club), and the product is straight forward and consistently good. My juice is the same in T2 Sydney Airport, Melbourne CBD and the Canberra Centre. Wait a minute….consistency, service, young kids – this is starting to smell like that shop with the funny clown looking guy and the golden arches…..
So finally here is something to set Boost apart – a new adults only version of their advertising – with puppets. Yes, Puppets. Boost’s new campaign introduces Mary Mango and Ron Banana to the world. Styled off Entertainment Tonight presenters with a bit of Ron Burgundy ‘anchor man’ thrown in, these ads bring a new grown up Hollywood hype to the brand. This campaign that has been launched using a social marketing mini site ‘Inside Juice’ http://www.insidejuice.com.au/ which sees a blog, facebook profile and no doubt there’s a twitter feed in there somewhere(wait – found it!) feeding juicy goss to the world.
Below is the 3rd in a series of Boost commercials and this one goes ‘ behind the scenes’ in the studio.
4 hours into the campaign and some of the blogs comments are interesting. What interests me is if they are going to moderate, respond or engage with these comments or if just a hang it in the wind and see what happens campaign (interesting comment about the yank accents). Would love to see some onsite integration of the campaign in stores with Mary or Ron’s twitter feed being displayed on the plasma screens they have in most stores. Taking online to the streets, come on Boost – you know you want it!