Case Study: Boost Juice launches Vegemite Smoothies

It’s quite possibly the biggest event since the royal wedding.


Incase you missed it, Boost Juice has created a new Vegemite smoothie. Yep, you read that correctly….
The news spread like wildfire – Not only was it splattered across my Facebook and Instagram account, but it also managed to reach mainstream newspapers and television.

Whilst Boost Juice and Vegemite are already household names in Australia, the same theory of thinking can be applied to any campaign – no matter how big or small the business may be. This campaign reiterated the importance of what we do at Hustle Digital to make sure your Social Media Marketing campaign has the opportunity to thrive.

Put simply, if your content resonates with the right people, they will be more likely to share it. In this case, Boost has chosen their target demographic as people aged 15 to 35. FOMO (Fear Of Missing Out) is an enormously relevant motivation for consumer spending in this age bracket, and Boost Juice has recognised this trait in their audience.

If you really want to leave a lasting impression, you need to create content that connects and engages with them emotionally. Vegemite has almost blended into the average Australian’s everyday life, yet Boost has managed to make a mundane spread more relevant and exciting. In addition to this, the have created an online debate, in which no one gets hurt or offended but everybody participating in the debate becomes more aware of their brand.

Don’t get me wrong, I love Vegemite – But I think I might pass on this one.


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