Waking up a comatose brand in a caffeinated world.
In a market saturated with flashy energy drinks and sugary beverages, we revitalized the sleepy 61-year-old NoDoz brand by positioning it as the clean alternative for a generation pursuing personal passions beyond traditional work hours.
Sales Increase on Amazon
Overall Business Growth
Increase in Coupon Print Rates
The Challenge
Once a category leader, unsupported NoDoz slept through the energy drink explosion of the early 2000s. With minimal brand awareness, anemic distribution, and an outdated perception, NoDoz needed to recapture market share in a highly competitive $193 billion global energy stimulant category. New private equity ownership demanded rapid "earn your way" growth requiring a complete brand transformation for a new generation.
The Enemy—Inertia
For our millennial target audience, inaction and lost momentum represented a genuine threat. While career and family goals remained important, it was often the side hustles, workouts and personal creative projects that delivered the most fulfillment. Anything that prevented progress on these passion pursuits—including the afternoon slump, the post-work energy crash or the late-night fade—created genuine frustration.
Secret weapon to conquer your world.
NoDoz's advantages over energy drinks included precise and mobile 200mg caffeine dosage versus sloppy levels in drinks, zero calories or sugar, no artificial flavors or colors and no additives. Our strategy: "NoDoz is the secret weapon to help you conquer your world" provided a powerful platform for a generation that values optimization and authenticity.
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