• by Les Luchter , June 9, 2024

Boost, Nestlé Health Science’s nutritional supplement drink, has teamed with Olympic swimming legend Dara Torres to launch Boost Camp, an online strength-training fitness destination for adults 50+.

Boost.com/camp uses Torres’ famous quote, “Don’t put an age limit on your dreams,” first uttered in 2008 after the 12-time Olympic medalist made the U.S. team for the fifth time at age 41.

Now 57, Torres leads a half-hour fitness workout for both men and women that can be found at the Boost Camp site and on YouTube. Two additional Torres-led workouts will be posted in the coming weeks, Boost Director of Brand Marketing Kelly Schneider tells Marketing Daily.

Boost, whose main competitor is Abbott’s Ensure, says that combining Boost’s protein intake with strength-training exercise “can help adults maintain the strength necessary to enjoying their best life now.”

Boost Camp follows the brand’s launch of “Here’s to Now,” an ad campaign featuring a :15 spot showcasing what Vice President of Brand Marketing Mohini Joshi tells us is “consumers’ authentic experiences with modern aging.”  

“Here's to getting better with age,” says an older woman, as three other over-’50s engage in conversation behind her.  “Here’s to beating these two every Thursday,” says an older man pointing to two younger men on a basketball court.

The spot mixes different video aspects which agency Mr. Wonderful’s website says, “serves the dual purpose of lending authenticity to the stories and performances, and added bursts of confetti to capitalize on the party atmosphere.”

The “Here’s to You” campaign has been running on paid national TV, paid digital and social media.

Boost Camp, meanwhile, is driving awareness through paid social, influencer marketing, public relations, and Boost’s own social channels and e-newsletters, Schneider says. 

Besides her videos, Torres will also boost Boost Camp through media activities and helping to launch a new product in July, Schneider adds.

The Boost Camp destination also includes a protein quiz to help campers choose which Boost drink to use, recipes featuring Boost drinks, and more.