Manifesto
NOCCO, a Swedish energy drink brand known for recovery in fitness, needs to evolve beyond being seen as just a performance drink. Its current tagline, "The Performance Drink," limits its potential. Repositioning with "For Everyday Performers" shifts the focus to lifestyle, elevating the brand from a commodity to a distinct identity.
Nocco
For everyday performers
Strategist
Vehbi Ramqaj
Mock Client
Nocco
Service
Brand Strategy
Year
10/12/2024
Client brief
How can NOCCO continue to grow? Define a growth strategy. Avoid changing the product flavours, identity & package design and pricing.
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NOCCO is a Swedish energy drink brand initially launched for fitness enthusiasts, while it has since expanded into new product lines, it remains strongly associated with the fitness recovery.
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NOCCO positions itself as "The Performance Drink." It has a communication problem. Its messaging is limiting because it reduces the brand to a drink/a product. Strong brands stand for something more than their sole products.
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Consumer Insight
All of NOCCO’s customers have one characteristic in common, they are all active people. They go to work, pursue a passion, have responsibilities, play sports, and lead demanding lifestyles. They need as much recovery as professional athletes. -
The brand should position itself as the drink for everyday performers and be inclusive of those who don’t hit the gym.
Core Idea
Shift NOCCO’s messaging from “The Performance Drink” to “Nocco, for Everyday Performers.”
With a more inclusive messaging strategy, NOCCO can broaden its potential customer base and continue to grow.
Creative brief
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