Cadbury's Boost: Why Work and Rest When You Can Play - IPA Effectiveness Awards Case Study 1994

Brief Description: Cadbury's Boost chocolate confectionery bar needed a change in advertising strategy to effectively compete with the market leader (Mars Bar). Target audience: 16-24 age group. Media used: TV and radio. Results: advertising is estimated to have lifted sales by 55% over 3 years. Behaviour changes, attitudes and brand image are all discussed. Foundations were laid for future brand growth. ;---(TAGS)--- Full Title: Cadbury's Boost- 'Why work and rest when you can play?' ; Number: 1994/223 ; Brand Name: Cadbury's Boost ; Client: Cadbury UK ; IPA_ProductCoding: Food (Confectionery - chocolate) ; Agency: BBH ; Author: Derek Robson ;