AG Barr's BOOST Names Lucky Generals Lead Creative Agency

Image source: AG Barr​

​Lucky Generals has been appointed as the lead creative agency for BOOST, the AG Barr-owned functional drinks range. This is the agency’s third account from the drinks brand after winning IRN-BRU and Rubicon.

Following a direct invitation to pitch, Lucky Generals was selected to lead BOOST’s next creative chapter.

BOOST is the UK’s third-biggest energy drink, the second-biggest sports drink, and has just landed its first major supermarket listing in Morrisons.

Lucky Generals has been tasked with developing a full brand platform and attention-grabbing campaign to fuel BOOST’s next phase of growth, relaunching the brand with a bold, attention-grabbing campaign and positioning it as the no-nonsense energy brand for driven 18-34 year-olds.

​Abbi Johnstone, the BOOST marketing manager at AG Barr said, “We’re excited to be working with Lucky Generals (again) to help us take BOOST to the next level. Their creative firepower and track record with the rest of our portfolio made them the perfect partner to help fuel its next chapter.”

​Cressida Holmes Smith, the CEO at Lucky Generals, said, “BOOST is confident and ambitious and that brings an exciting opportunity for us to launch with a memorable new brand platform. We are so happy to be able to add this brilliant brand to our AG Barr portfolio.”