BOOST has launched its new Straight Up campaign in Northern Ireland – and when it came to choosing the face of the campaign, the brand decided to keep things simple.

After searching for the perfect model to front the launch, BOOST realised the answer had been right in front of them all along: the BOOST can itself.

The tongue-in-cheek launch moment sees the BOOST can mascot stepping into the spotlight as the star of the campaign, bringing to life the straight-talking attitude behind the brand’s latest multi-million-pound campaign across the UK and Ireland.

Running throughout the summer, Straight Up positions BOOST as a no-brainer choice for people who want great-tasting functional drinks, straightforward energy and great value without the fuss.

BOOST will be hard to miss across Northern Ireland this summer, with the Straight Up campaign appearing on outdoor posters, social media channels, COOL FM promotion, alongside sampling events where people can try the range for themselves.

BOOST Straight Up

BOOST will also take the campaign directly to consumers through a sampling roadshow, giving people the chance to try products from across the brand’s growing portfolio, including BOOST Energy, BOOST Sport, BOOST Iced Coffee and its new zero sugar functional waters with electrolytes, BOOST Water+.

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 in Northern Ireland – truly a no-brainer choice.”

The new campaign comes as BOOST continues to build momentum in Northern Ireland, where the brand is a major player across energy, sports drinks and iced coffee.

The campaign comes as BOOST continues to grow in popularity across Northern Ireland, with shoppers reaching for the brand across energy drinks, sports drinks and iced coffee. Fan favourites include BOOST Red Berry, while the range continues to expand with the launch of new BOOST Sport Tropical Punch and new zero sugar functional waters with electrolytes.

The wider Straight Up campaign is expected to reach more than 20 million consumers across the UK and Ireland, with more than 500,000 product samples distributed throughout the activation period.

Lisa McKenna added: “We’re aiming to build on this with our clear messaging, delivering straight up energy for BOOST lovers in Northern Ireland.”

The BOOST Straight Up campaign is live across Northern Ireland now.