The majority of competitors in the market offer products which produce an energy spike rather than sustained energy. Sustained energy levels are a key differentiator for BOS Sport amongst the target audience.

Due to this insight BOS Sport created the campaign thread ‘Staying Power’.

For the new bottle launch, a BOS Sport team delivered Boost kits to active members of the Joburg public in real time during their workouts – giving them the Staying Power they needed to last longer and push harder. This stunt was executed to land the campaign positioning, showcase the new bottle and educate the consumer on the intrinsic properties of BOS Sport.


A social media competition was created on BOS Sport’s online platforms a week leading up to and on the day of the new bottle launch. The competition asked the public to tell BOS Sport what exercise they were doing on the day of the launch as well as to follow their page to stand the chance of winning a BOS Sport Boost kit.

A press release was disseminated to relevant media and influencers in the week leading-up to the drops to try and build awareness around the initiative.

We selected 10 entries from the public and utilised the dispatch exercise to jointly conduct 5 influencer drops in order to drive further social media coverage for the new BOS Sport bottle launch.

Using a fleet of cars and running brand ambassadors, we conducted 15 Staying Power drops on launch day, as we tracked down people on their training routes and at their locations to surprise them with a boost when they needed it most and giving them the staying power they needed to finish it off.


+216k people reached on Facebook

+38k Twitter impressions

Trended on Twitter

+46k Facebook video views

448 Facebook followers generated in 7 days

73 Twitter followers generated in 7 days