Through consumer research an opportunity was discovered - the Boost brand product line would benefit from a repositioning to a younger more health-minded consumer in addition to its current target (that of an older, possibly failing health target).  Of those consumers studied, they considered themselves ten years younger than their actual ages.  What better way to reach this new target than to provide product trial/sampling during specific need states (i.e., during activities or throughout their busy workday).  It was further determined that the new target audience gravitated to activities such as water/snow skiing, weight training, team sports (i.e., basketball, football, baseball, etc.) and were simply busy individuals doing what they do day-to-day (soccer moms if you will).