Introducing "Boost Lee": Boost Taps Icon Bruce Lee for New Campaign

London, 7 February  2018 –  Boost, a new dedicated pay-as-you-go (PAYG) energy supplier, has launched a major new advertising campaign that pays homage to global icon Bruce Lee.  

The campaign introduces a character, “Boost Lee”, whose appearance, mannerisms and attitude are inspired by the famous martial arts movie star. Boost is the UK’s first truly smart prepayment platform, which gives customers the choice of adding credit through a smartphone app linked to a smart meter or at the shops on a Smart card. The Boost app allows PAYG customers to easily track energy usage, get notifications when their balance is running low, and set up automatic top ups to make their lives easier and reduce energy expenses. Premiering in February, the multi-media campaign will consist of TV commercials, outdoor, digital, social media and below-the-line advertising.

The deal was brokered by Beanstalk, the exclusive advertising/promotions licensing agency for Bruce Lee Family Companies, and Born Licensing, which represents the London-based creative agency SNAP LDN. David Born, Licensing Director at Born Licensing, commented on the arrangement saying: “This is a great example of a creative agency taking a well-known, iconic property and adding their own twist to create a really effective and memorable advertising campaign. We expect the UK to respond well to Boost Lee's inspiration on how prepay energy households can take charge of their power.”

Martin Cribbs, Vice President of Brand Management at Beanstalk, offered: “Bruce Lee is an icon who is adored all over the world.  We love seeing his memory celebrated in smart, witty ways and the Boost campaign is a great example of that.”


Founded in 2014, Born Licensing enables advertising agencies to create standout creative campaigns, by facilitating access to a broad range of compelling entertainment brands for leverage. The organisation brokers deals with the rights holders of well-loved, iconic properties and manages the entire licensing process from start to finish. Owner David Born previously held managerial licensing roles at major entertainment firms in London and Melbourne. For more information visit For media enquiries contact David Born at +44 74 3830 1920.


Beanstalk, a global brand extension agency, works closely with our clients to unlock brand equity and create many of the world’s most recognizable products and services.  We help leading brands, celebrities, media properties, manufacturers and retailers creatively find ways to strengthen their relationship with their most important stakeholder – the consumer.

Beanstalk offers a breadth of services including brand representation, manufacturer representation, retailer partnerships, icon representation, STUDIO B - creative services, approvals management, legal and financial services, and royalty auditing.  Blueprint – Powered by Beanstalk, our consulting division, advises clients through four key practice areas: brand extension + retail development, research + insights, design + identity, and operations + governance. Tinderbox, our digital division, works with gaming and new media properties to realize their potential in the world of consumer products.

The company is headquartered in New York, with offices in London, Miami, and Cincinnati, and affiliates throughout the world.  For more information, please visit Beanstalk is part of the DAS Group of Companies.


Bruce Lee Enterprises (BLE) is the parent company of the Bruce Lee Family Companies, which include licensing, production, and healthy, ready to drink teas. BLE is a mission based company formed to spread Bruce Lee’s message of harmonious individuality and personal growth toward a better and more unified planet.  BLE is the exclusive owner of all commercial merchandising and allied rights relating to the use of Bruce Lee’s name, image, likeness, persona, signature, voice, attributes, marks, logos, symbols, works, photographs and writings, including certain proprietary rights in and to Bruce Lee including but not limited to the rights of association, publicity, sponsorship, and/or endorsement, and holds copyrights and trademark rights in and to the name, image quotes and writings of Bruce Lee.  To learn more about Bruce Lee’s life and philosophy, check out and