Boost ad tells customers: Smile, it won’t kill you
Juice chain Boost has launched a new campaign which it describes as “controversial” featuring founder Janine Allis telling the public to stop thinking the worst of her Gen Y staff.
The ad is the first work from new ad agency Bastion Brands whose personnel include ex-AFL footballer Fergus Wattts, creative Simon Hammond and ex-George Patts staffer Simon Davies.
The “Boost the way you feel” rebranding marks the company’s 10th anniversary.
In the spot, Allis says of her “Boost army”, “When I see them, I don’t see the media’s portrayal of lazy Gen Ys, binge drinking and gangs. I see optimism energy and enthusiasm.”
She adds: “Hit someone with a stick and they’ll act like an animal, give them a chance and they’ll build something special.”
The campaign will involve TV, cinema, point of sale and PR.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Eddie Perfect responds in song….https://www.youtube.com/watch?v=p2DSfg3D7eI
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Why does this ad make me feel like I’ve been torching orphans?
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Is this in response to what could be a fairly confronting (for Allis) episode of Undercover Boss tonight?
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Agree with Thomas, seems like a timely (and slightly panicked) response to tonight’s Undercover Boss, where it looks to not be portraying her staff in the best of light….ouch!
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It’s a nice idea, script is good, but her delivery of it was not at all believable…
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Answer to a question that was never asked?
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@ Thomas and Jan – my thoughts exactly… isn’t she shocked at how bad her Gen Y staff are and how much they are slacking off etc in Undercover Boss? Mind you I have only seen the advertisement for it but could be a slight hypocrisy towards her advertisement?
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When was the last time you saw fresh watermelon at a Boost store?
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Tad self-indulgent and patronising isn’t it? Not only do they spend a whole ad talking themselves up, they also tell me how to act at the end of it. Personally, I don’t respond well to that sort of thing.
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Ah, yes, I could tell it was an ad about not stereotyping Gen Y’s by the opening shot of a Gen Y with obligatory eyebrow piercing. Yes, let’s not stereotype during the casting. Loved the backing music – sounds like it was stolen from a John Ritter midday movie. In a word: Nauseating.
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Urgh…. vomit.
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I’ll tell you what else Janine sees when she looks at her Boot Army – cheap wages!
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I’m confused. Is she selling smiles or juice? And if Allis is talking about energy and enthusiasm, wouldn’t it have made more sense for her to have some in the ad’s delivery? Odd messaging.
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“…be warned…. smile, it won’t kill you…”? Such an odd script
If your staff are not happy they will project that to their customers, especially if they’re young. They’ll get it back in return.
In my experience, happiness comes from the top down, so does poor service. If you’re asking your staff to be respected, maybe you need to look to your management…?
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Are we supposed to buy a smoothie from Boost or apply for a job?
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Oh come on people.
How many times today have you walked into a store to buy a coffee / lunch or whatever and not even responded to the simple niceties by service staff. Or just looked at them with your “why are you talking to me – just get me my coffee, im busy and more important than you” look.
We all do it. I have been guilty of it during my off days.
Next time you are getting a coffee, when they hand it to you, just call them by the name on their tag and say thank you. The response that you will get will show you how rare it is for service staff to receive common decency from the people that they deal with every day.
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Telling customers how to behave?
Makes me feel uncomfortable.
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Ella – telling customers how to behave has you uncomfortable? Are you sure you are in the right industry? Telling people what to do, eat, buy and think is what we do every day!
Or am i just being cynical?
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They dont care how I am, I dont care how they are. Now give me my mega overpriced juice!
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Try again guys, this just does not work,
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Hmm… I’m not sure what to feel from this ad. It felt like a TAC ad with a bit of colour. I almost felt sorry for the “kids” on the ad, should we donate?
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Interesting. I was drawn to this article because I formed a negative opinion of a Gen Y Boost staffer last week when I asked “I know there are a certain list of vegetables/fruit juices that are great for when you are feeling run down.. like when you feel a coldsore coming one… what are they” and she looked at me and said ‘I dunno.. wouldn’t have a clue, sorry’. Then she looked to another Boost army troop and said “what juice should you drink if you feel a coldsore coming on” and he said ‘havent got a clue’. I actually thought all staffers should know the wellness aspects of all the different juices.
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Hey Dave, no – I think that’s just you who talks down to barristas. Clearly you have a superiority complex going around food service staff, but next time you’re in Macca’s getting your Happy Meal do take the time to say: “Thank you (pause while you read name tag) Shakira.” I’m sure she’ll be stoked.
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Way to alienate Gen Y and patronise them Janine. On a percentage basis, how many of them would be in gangs??
Unfortunately with this sort of campaign, it only works if you mean it.
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Fancy having to ASK people to smile at staff! People smile when they like the staff, service or because they feel like it… she’s meant to be sellilng a product,, not telling the CUSTOMER what to do….me thinks; ‘give it a rest….’
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A CEO making a stand for something positive.
Great message as far I am concerned.
Standard, bunch of ad wankers pulling the ad to pieces. It is pretty easy to be negative.
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So I can hit wait staff with a stick?
That WILL make me smile!
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You’re right, Anonymous. It is easy to be negative and very hard to be positive about this ad. It’s dross.
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I think I just puked a little bit.
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Hey Anonymous 1 Nov 10 3:32 pm: It’s pretty easy to be anonymous.
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Hey Dicko you are a dickhead
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Gregory – when was the last time that you created a campaign that got people talking.
Hmmmm, thought not
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FYI, just went to a Boost Bar to get a drink, and test the ‘smile’ theory. I said ‘thank you’ and smiled, the response was met with no smile and a rather aggressive ‘is that all you wanted, did you want something else??’ made me feel pretty stupid for smiling….
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I’ve just had a look at the ad again because I thought I must have missed something with all the complaints from you guys about this one but I really can’t see what the big deal is about it.
The ad’s not about selling juices, it’s a branding ad, in the same way that mc donalds does its own ads about it’s management program.
The objective of these ads is not to sell more product directly, it’s to make you think that they are a good company because they look after the people that work there. From that perspective this ad does it for me.
If they wanted to sell more juices they’d just cut their overcharging…….
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– The ad is slow, and gloomy. Don’t understand the black and white theme at all.
– They really needed it to be “energised” and vibrant to depict the message they really wanted.
– More like an ad for primary school saying “our kids need your support”.
Lack of ‘umph’ cause boost juice is fun I thought.
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I agree with Ali above.
What the fuck are they selling here except abuse to the customer?
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i agree, vomit, blah, patronising, stereotyping, the works. the ad is however, victorious regarding engagement (look at this discussion) and brand awareness (right down to undercover boss) – no matter how we feel about the subject and/or product. the bottom line then; will this campaign ‘boost’ sales? i’d love to see the stats!
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Hi A, my most recent piece of work that got you talking (oh, the irony) was my ‘Hey Anonymous’ campaign of 3.44pm today.
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Wow. That made me feel ill and angry all at the same time.
Condescending, over-dramatised… and why would you leave in a shot where she looks at the cue card at the end of her sentence.
Ew. Vomit.
It’s just juice, for gods sake – they’re not helping the homeless.
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So today I ordered a Boost Juice.
4 staff were behind the counter. 1 of them on the phone and 2 of them talking to each other the entire time I was there. The 1 left serving was understandably stressed and making mistakes. More than 15 minutes go by before my juice is ready, although the ingredients are not what I ordered.
And you are TELLING me to smile. I don’t think so.
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“Be warned”?? Some media junior dropped the baton there didn’t they? How threatening does funky advertising need to be?
“Go to Boost and beware…”
Must try harder.
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As a card-carrying customer and a fan of the brand, I like it. For starters, associating Boost Juice with Gen Y, and juice bar staff as its brand ambassadors.
Reminding us punters that we can be a bit stuffy and serious sometimes is at least having an opinion, unlike most of the crappy tv ads these days.
In fact, my only concern is with Janine’s military talk.
First a Boost ‘Army’ … then perhaps a Salsa ‘Army’ … if this carries on then pretty soon we’re going to need a franchise DMZ.
And does this mean her staff are all conscripted?!
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“Be warned”????
I’m sorry, I don’t respond well to threats. I think I’ll be avoiding Boost from now on.
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This ad actually would have worked if all Boost staff were good. Unfortunately they clearly are not, and all this ad will do is make the difference in good and bad service even clearer.
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Who is this even talking to? Confusing at best.
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I’ve never had friendly service at a Boost so why would I smile? I don’t care as I don’t expect customer service anywhere to be good but this ad sets up expectations – next time I’ll be expecting good service that makes me WANT to smile. If not, I’ll leave disappointed because of this ad.
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the ad is just wrong. i’m watching under cover CEO now and i don’t see a link btwn the show and this ad. in fact, i think the show is a better ad for the company than.. the ad.
it’s completely misguided communication.
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Never really liked Boost or its self-righteous posse of bandana-wearing cool cats . I can’t believe they thought this ad would be a good idea.
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I haven’t had a Boost in five years and this ad made me glad that I don’t support a company that talks to it’s customers like they are morons. Sorry Janine, congrats on the success, but this attempt has missed the mark.
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What an absoluely patronising woman.
Number one: Don’t tell me what to do, and how to act when I approach the counter to buy an already overpriced juice.
Number two: I’m there to give you money, not to “smile” at some self important Gen-Y staffer who probably just had his hand in the til 5 minutes earlier.
How does f**k off sound instead?
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I have a great deal of respect for what Janine has achieved. I just found her manner a little condescending in this which got me offside a bit. Apart from that it’s pretty OK and certainly not a ‘bad’ ad for my .2c. Just a bit over rehearsed perhaps – the look down / look up at 0.10 secs is a bit cringey (is that a word?…should be)
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Where are they marching anyway? Shouldn’t they be behind the counter making my juice?
No-one likes to smile on command.
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Last time I smiled at a pretty girl in her teens i got called a pervert.
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Mr Corbett, if an ad that is condescending and gets you offside isn’t a bad ad, then what is?
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“When I see them, I don’t see the media’s portrayal of lazy Gen Ys, binge drinking and gangs… I see cheap labour”
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On undercover boss they said the average age of employees was 17… that’s Gen Z…. not Gen Y??
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How condescending is this woman?! Was she reading from dummy cards or something? It really wasn’t convincing at all. If anything, you make Gen Y’s look bad and highlight the fact that people already have a problem about their so called stereotype.
Just stick to selling juice and stay away from trying to sound inspirational
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are we supposed to feel sorry for poor little gen y’s not being smiled at. it feels like a charity ad.
rubbish! now i feel a smoothie with loads of natural lifts
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oh to be boost’s agency, bastion brands. in additiion to being universally abraisive, the campaign has highlighted over-priced drinks, crap service and possible exploitation. hmmn that’s one approach i guess. i eagerly await their ideas for reputation management.
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How do i feel about this, i feel like ive murdered a child and need to repent
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Never will I spend a cent at a Boost store in the future: purely because of this ad. What an absolutely condescending joke.
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There is no such thing as bad publicity? BULLSHIT. Proof: I drank a Nudie juice today. Wait for the damage control campaign…it’ll be here any day now. Patronizing the customer…what a brilliant, revolutionary idea. Bring on the K-Mart army! They’ve been copping shit for decades!
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Are they serious? My god, talk about caught up in your own Bulls#@t!
They have a great PR machine and we constantly hear how “amazing” Allis is – the way they go on, you would think they are splitting atoms! For christ sake, you sell juice…(Not sure why someone would want to drink 8 oranges…you would never eat 8 oranges in 10 minutes!
Allis is no marketing guru and there is someone else behind her success…this is the same woman who started a salad bar chain called….wait for it…’Tossers’….and wondered why it failed! (Heard her actually talk about it in interview on Qantas business radio)
Any one on this blog that honestly believes this is a good ad, you must work for Boost or the agency (Go and read the overview on the agency site – they also believe their own bulls#@t!)
If I was a member of the Boost Army, I would quit or form a gang and attack Boost stores! What a joke!
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(Edited under Mumbrella’s comemnt moderation policy) – anyone heard of booster juice in canada???
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Wow, I’m gen Y and this makes me wince. What an awful, condescending, passive aggressive ad. I’ve worked in similar chainstore hospitality stores and yeah, the majority of workers took pride, worked hard, upsold as much as possible and plastered a grin.
Why do we need ads about being polite? I say please and thank you and smile when appropriate, but when dealing with overbearing staff who want to know your life story I don’t think we should be gushing with appreciation that they were able to sell us a product.
…it’s their job.
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Easily the worst ad of 2010.
I can’t recall a more patronising ad ever. What an ego. I’m a card carrying member and very unlikely to return to a Boost store. However, we should stop beating her staff with a stick – that is a bit excessive.
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500-600mls of fruit smoothie delivers the same amount of carbohydrate (100 grams) as 2.6 Big Macs.
source: Australian Institute of Sport factsheets on carbs in diets.
No wonder there are so many fatties wandering around with Boost Juice in their hands. Poor bastards think they’re doing themselves some good.
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@Hmmm Good spot. Raw fruit and veg juice is very good for you and that is where Boost contradicts and let themselves down. Smoothies are calorie holders as you point out, why don’t they stick to just juice?
Subway are another mob who totally contradict themselves. On one hand you can order a very healthy sandwich, on the other a meatball sub, with a full fat coke and a cookie…
I feel sorry for the gluttons who eat meatball subs and drink smoothies, thinking that they are being healthy – very deceiving marketing from both companies, unethical and pretty poor form really.
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They don’t stick to plain juice, because sugar-laden crap has the sort of taste profile that sells.
And no matter what Boost’s brand story happens to be, their number one reason for being is to make money. Lots and lots of money.
They couldn’t give two shits about the health of their customers.
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@Hmmm… Perhaps a new healthy juice bar should launch that makes enough to pay the staff a better wage than Boost would pay them, however the owner doesn’t become a ‘multi’ and keeps the healthy crew happy by steering well clear of sugar and fat…
Call it ‘Mmmmh Juice’
You heard it here…
p.s. I noticed Boost offering ‘Mount Franklin’ mineral water – they will be selling Coke next 😮
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I went to boost juice once about 9 years ago and never went back. The juices are not that spectacular for the price. However you will notice that this brand is on things bogans like….enough said!
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This is one of the worst ads of the year. It is so patronising and treats the viewer like a little kid. “Smile it won’t kill you” is a shocking tagline. Extremely arrogant, and where do they get off telling us what to do? Lost all respect for Boost and that woman who seems like a real bitch. Can see straight past that fake smile.
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