London, 7 May, 20205: Whether it’s a dog called “dog”, an Ant Eater being named for its ability to, well, eat ants, or an energy drink simply doing exactly what’s written on the can, sometimes the best approach is to go direct, stripped back and “straight up”.
At a time when the market is dominated by big-budget brands and increasingly complicated messaging, Lucky Generals, in its first work for the brand, has created a new brand platform for AG Barr’s Boost energy drink, designed to do the opposite – strip everything back.
Boost has spent 25 years offering a no-nonsense alternative, and the platform is built around Boost’s long-standing belief in delivering brilliant quality at great value. “Straight Up” leans into the brand’s simplicity, from its name to its design, and turns it into a strength.
The creative reflects this approach with a suite of deliberately simple, self-aware executions across OOH and social that result in a campaign that doesn’t try to overcomplicate, overpromise or overproduce, just become a straight-talking reflection of the brand itself.
Out-of-home activity will run nationwide across bus T-sides, bus stops and digital placements, with clean, stripped-back visuals designed to stand out in a crowded category.
Lisa Mckenna, Brand Director at AG Barr said: “In a category where many brands take it to the extreme, Boost prides itself on bringing simple functionality for everyday moments, providing great quality at great value. The name says it all, really. With ‘Straight Up’, we’re leaning into that simplicity. This campaign is just an honest reflection of that mindset. It’s self-aware, a bit tongue-in-cheek, and deliberately stripped back — because that’s who we are as a brand. We’re not trying to be anything else.”
Alex Robson & Florence Russell, Creatives at Lucky Generals, said: “The guys over at Boost made an energy drink and called it… “Boost”. So we turned their straight-up name into a straight-up campaign. Enough said really.”
The campaign launches across the UK and ROI this spring.
