A mural outside a Ballymena shop has become a “symbol of the town” while boosting its visibility, its owner has said.
In 2022, Eugene Diamond, of Diamond Newsagents in Ballymena, County Down, was approached by Boost Energy with the idea of painting a mural on the side of his shop.
The mural depicts a can of Boost Energy with the tagline “bringing big energy to Ballymena.”
Diamond said the artwork had become a “symbol of the town”.
He explained: “A lot of local murals had been done, but they’d been done at a cost to the taxpayer or to the local council. Whereas that was independent.
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“People did come to get their picture taken with the sign, and through using social media, it became very relevant to people.”
Diamond said that the mural had attracted “a lot of younger customers” to his shop, who identify with the brand, and that chilled drinks have become a significant part of the market. The mural, he said, plays a key role in helping him maintain his position within it.
“It’s still retained a big share in my drinks cabinet,” he added. “I can’t say that it’s made a big difference to my business because we’re on a very busy road. As far as Boost is concerned, it’s very good advertising.”
Looking ahead, Diamond expects the mural to continue having a long-term impact. He also emphasised the importance of making the artwork relevant to the community to ensure its continued success and relevance.
“The way they finished it with ‘bringing big energy to Ballymena,’ it’s localised it,” he added.
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