Looking for your next fix? Sugar fix, that is. Then you may well come across a redesigned Boost bar on your travels in the next couple of weeks. Taking up the theme of sugar and energy, the new pack by Wagstaffs concentrates on a ‘fully charged’ message for the Cadbury-owned brand.

The concept was chosen from a host of striking options for its simple, witty characteristics and is aimed at increasing the brand’s penetration both inside and outside the core 16 to 24-year-old market.

In marketing-speak, the fully charged battery concept ‘communicates the bar’s hunger-satisfying proposition and creates immediate on-shelf impact’, says a Wagstaffs spokesman.

But beyond that, the new packaging exploits the cult status which the brand already has, particularly among young men. ‘The new design builds on that underground excitement and appeal to deliver a fresh, full-on design solution that’s unique within the competitive countline sector,’ says the consultancy’s creative and managing director Steve Puxley.

A new, contemporary logotype, ‘energy bar’ graphic devices and rich colours convey the brand’s ‘irreverent personality’.

Cadbury is applying the design to liveries and riders as part of 1m sponsorship for Team Cadbury’s Boost Yamaha in the UK Superbike Championship. The new design will be applied to standard, snack-size bars and treat-size packs, as well as a three-bar multipack. It will start appearing on shelf nationally from next week.

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