Waking up a comatose brand in a caffeinated world.
Sales Increase on Amazon
Overall Business Growth
Increase in Coupon Print Rates
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.
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 With minimal brand awareness, anemic distribution, and an outdated perception, NoDoz needed to recapture market share in a highly competitive $193 billion global energy stimulant category.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.
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 position: "NoDoz is the secret weapon to help you conquer your world" provided a powerful platform for a generation that values optimization and authenticity.
An integrated creative campaign
Our integrated creative campaign delivered Good Wins by doubling market share every quarter in year one and delivering a 10X ROI with just a $30,000 initial media investment.
- Grew from 19% to 47% market share of all pill-form brands in year one
- Sales increased by 58% on Amazon while retail sales increased by 25%
- 120% overall business growth with 20% growth at major retailers
- 33% increase in coupon print rates
- Effie Award finalist for in-market effectiveness
“Revitalizing this forgotten brand was a bold experiment for our company. Preston Spire not only helped prove out our business strategy, they regularly surpassed our creative expectations.”
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