BOOST Drinks unveils new 'Straight Up' brand campaign

Boost Drinks, the third largest brand in Stimulation Energy and second largest in Sports Drinks, is launching a multi-million pound brand campaign across UK and Ireland, positioning the brand as a ‘no-brainer’ in the drinks category while championing its ‘straight up’ functionality and proven sales power.

Live from April - July 2026, the campaign will feature on OOH advertising, digital and social media as well as on the street sampling of over 500K consumers. It will attract its core audience of 18 – 34 year-olds, reaching over 20 million consumers. This builds on Boost’s multi-year sponsorship with the rugby Super League creating further mass awareness and credibility for the brand within the performance sector.

Lisa McKenna, Boost Brand Director at AG Barr, said: “We have always championed value, bringing great tasting functionality at a great price. Boost is not about high octane activities, we
represent those who need energy for their everyday needs - the Mondays, not Mountains. So, like our name, we are straight up and embrace our simplicity so that we can deliver the best
quality and best value for shoppers - truly a no-brainer choice.”

Boost continues to go from strength to strength and the new campaign builds on the brand’s momentum. Boost is the No.3 brand in Energy drinks and the No.2 brand in Sports Drinks as well as recently launching a new range of three great tasting, zero sugar waters with
electrolytes.

Lisa concludes: “We’re aiming to build on this with our clear messaging, delivering straight up energy for straight up sales opportunities.”

Retailers should prominently display Boost Energy and Sport in their energy fixtures and Boost Water+ in their water fixtures to offer great-tasting, great value choices to their shoppers and drive incremental sales.