A long-standing creative partnership that has taken NOS from a category competitor to a top-three leader.
Services
- Brand & Campaign Creative
- Always-On Fast Media & Creator Content
- Social & Content Strategy
- Brand & Creative Strategy
Outputs
- Campaign Creative
- Tone of Voice
- Print & OOH
- Organic Social
- Content
- Brand Positioning
A Challenger Brand Facing Challenges
NOS Energy Drink, a challenger brand in the competitive energy drink market, faced an uphill battle trying to carve out its niche, especially among the sought-after 18-to-24 year old male segment. With budget constraints, they couldn't match the heavy spending of dominant players like Red Bull. Moreover, they grappled with the issue of fully leveraging two well-known brand ambassadors, a NASCAR driver and an MMA world champion, to engage their target audience more deeply.
Start With a Fundamental Understanding of Target Segment
While competitors heavily relied on sponsored athletes to build their image, there was a distinct opportunity to tap into the authentic sentiments of the core audience. The key understanding was that the target segment was more about action than mere viewing. They were genuine doers, passionate about challenges, and yearned for content that resonated with their adventurous spirits.
From Skydiving to Hovercraft Racing
Embracing the "Doers, Not Viewers" consumer insight, NOS introduced the campaign titled "You Only Live NOS." This initiative celebrated the audience's penchant for active engagement by urging them to share their adventurous moments using #MakeYourMark. Additionally, NOS arranged real-life experiences where selected fans could engage in once-in-a-lifetime activities with the brand ambassadors – from skydiving to hovercraft racing. When their MMA spokesperson faced an injury setback, The Many turned it into an opportunity by creating a fan-driven documentary tracing his comeback journey, effectively keeping the brand in the limelight.
Significant Brand Ascent
The strategy proved immensely successful as NOS jumped from being the 5th to the 3rd most popular energy drink brand in major markets, marking a significant brand ascent in a fiercely competitive category.
