Lucky Generals has bagged the creative account for Boost, AG Barr’s fast-growing functional range.

The win marks the agency’s third AG Barr brand partnership, following previous work for Irn-Bru and Rubicon. 

Boost is the country’s third-largest energy drink and second-largest sports drink. Its recent listing with Morrisons is a big step for the brand, which is repositioning itself as a no-nonsense brand for 18 to 34-year-olds.

Lucky Generals will build a full brand platform and develop campaigns designed to make a splash in an increasingly competitive drinks sector. 

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Abbi Johnstone, Boost’s marketing manager 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, Lucky Generals’ CEO, 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.”