​Problem:
Boost bar is an energy bar lost in a sea of other competitors.

Insight:
The caramel looks  just like a moustache when bitten.
Facial hair is very trendy and 'hipster'. Hipsters tend to use food/snacking to show how cultured they are.

Solution:
Create a humorous campaign repositioning Boost as the most 'hipster' snack by drawing attention to it's moustache.