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 - Cadbury's Boost - 'Why work and rest when you can play'; Number: 1994/223; Brand: Cadbury's Boost; Client: Cadbury UK; Product Category: Food (Confectionery - chocolate); Agency: Bartle Bogle Hegarty; Author: Derek Robson; Prize Winners: Silver; (Adworks ref: Advertising Works 8)