GSK taps modern retail to power Boost's re-launch

GlaxoSmithKline Consumer Healthcare (GSKCH) has tapped modern retail to support the re-launch of its malt based health drink, Boost.

The new-look Boost, with new packaging and design, will also be supported by a fresh brand campaign 'More I Play, More I Learn', re-iterating the importance of sports in teaching valuable lessons that help make one a winner in life. 

The campaign includes in-store execution at modern format retail outlets. The execution reflects the theme of 'Go play' through in-store creatives such as cricket stadium displays, basketball pillar floor standing units (FSU), etc.

"Modern retail has been and will be a key growth driver for us and for FMCG industry in general. By 2010 we expect sales through modern trade to contribute around 10% to our turnover; therefore, it is a very important channel for us at GSKCH. It also helps us reach out to our target audience in a unique manner and create a relationship with the brand", said Adityea Kapoor, general manager CSD and modern trade.