We Don't Do Passive

NOSDoers, Not Viewers

A long-standing creative partnership that has taken NOS from a category competitor to a top-three leader.

Logo for NOS

Services

  • Brand & Campaign Creative
  • Long Form Content
  • 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.


The Many
The Many
The Many

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.


The Many
The Many

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.

Have a similar project in mind? We’d love to talk about it.

Contact Information
Project Details
Brand Engagement
Brand Activation
Brand & Campaign Creative
Traditional Medium Assets
Measurement & Analytics Strategy
Execution
Experiential Activations
Brand Action
Visual Identity & Design
Brand Response
Media & Investment Strategy
Brand Equity
Media & Analytics
Social & Content Strategy
Campaign Creative
Brand & Creative Strategy
Always-On Fast Media & Creator Content
Long Form Content
Content
In-Store
Influencer & Creator
Channel Analysis & Strategy
Brand Positioning
Organic Social
Social Activations
Community Management
Brand Positioning
Visual Identity
Display & Programmatic
Brand Book
Performance Modeling
OOH
Digital Video
Communications Planning
Branded Film
Measurement Strategy
Brand Personas & TOV
Long-Form
Social Playbook
Tone of Voice
In-Platform Execution
Measurement Reporting
Documentary
TV & CTV
Design
Meta Content
Web Testing & Execution
Print & OOH
Documentaries
Go-To-Market Planning
Brand Book
Custom Research
TikTok/Reels/Shorts
Portfolio Planning
AR & VR Experiential
Branded Content Series
Explainer & Testimonials
Social Planning
Brand Portfolio Planning
Influencer Management
Brand Health Analysis
Paid Media Planning
Audio & Podcasts
Testing Strategy
Strategy
Dashboard Development
Brand Event Activation
Brand Programming
Video
Strategic Partnerships
Campaign Creative
Creative Platform
Market Analysis
Competitive & Category Analysis
Social Spaces
Television
Target Definition & Sizing
Media Buying
Creator Collaboration
Visual Identity & Design
Stunt Activations
Media Mix Modeling