• FREE BARS of Cadbury Boost were given away at 2:58pm, to help Londoners beat the afternoon lull
  • With a new Cadbury poll showing London is also ‘capital’ of the afternoon slump, visitors of the charging points were ‘supercharged’ with wisdom from Capital FM’s Roman Kemp

Londoners victim to the ‘mid-afternoon lull’ were invited to Cadbury Boost’s real-life Human Charging Points to gain that much needed boost to take on the rest of the day.

Cadbury Boost unveiled the kiosk with the shortest EVER opening hours, opening its doors for just one minute at 2:58 to mark the start of the much needed Boost Time.

According to a Cadbury poll, nearly all Londoners (85%) say they face a lull in the afternoon – and more than one-in-four say that chocolate is what helps to get them through the afternoon lull.

To beat the lull, the Kiosk and Human Charging Points were unveiled in London on Thursday 6th and Friday 7th September next to Canary Wharf tube station. Lucky passers-by were supplied with a FREE Cadbury Boost bar – alongside uplifting pearls of wisdom from none other than energetic Capital DJ, Roman Kemp, to help them take on the afternoon ahead.

Each Human Charging Point contained headphones to give consumers the chance to take one minute out, while enjoying a Cadbury Boost, before continuing with their day.

Capital FM’s Roman Kemp said: “I have to get up ridiculously early for my radio show, so I know more about the afternoon lull than the average person. And Cadbury Boost is the perfect way to make the most out of your afternoon. If you are facing the lull then I hope you got yourself down to the Cadbury charging points at Canary Wharf for a much needed BOOST!”

Richard Weisinger, Senior Brand Manager for Cadbury singles, said: “Most of us experience the afternoon lull, which is the time of the day we could do with a boost the most.  We know people want to feel re-energised – physically or emotionally – so we wanted to do something to help them take on the rest of their day.  It was great to see Londoners come down for some much needed BOOST-time, and to try our new Boost + Protein.”

The activity was part of £1m campaign supporting the Boost brand that includes OOH, sampling, PR ,digital and social media activity. Retailers can maximise the opportunity with a range of on and off shelf POS. Boost + Protein is also included in Cadbury’s biggest ever on pack promotion promo Match and Win.

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