MEAD JOHNSON BOOSTS NUTRITIONAL SUPPLEMENT
By Adnews Staff
Mead Johnson Nutritionals of Ottawa, Ontario is re-launching its Boost energy drink this summer with a new taste and packaging. The new packaging sees the drink move from cans to Tetra Pak cartons. The cartons are similar to drinking boxes. In addition, the packaging features a metalized appearance and a pour spout that allows consumers to drink straight from the carton. According to Mead, as a result of the packaging change, a new formula for the product was needed. The Tetra Pak packaging does not require the same high temperature cooking process cans need. The new formula includes a creamier texture and the addition of several ultra-trace minerals. To kick off the June launch in grocery stores and pharmacies across Canada, print and billboard advertising will be supported with in-store sampling, promotional and public relations activities. The tagline is "Energy to keep you going." Advertising was created by Harrod & Mirlin/FCB and public relations is being handled by APEX Public Relations. Both agencies are based in Toronto.