The strongest project – Napnock
The Brand:
This product required short and strong name, that would sound a bit odd, but no problem with that. They chose the sound and the easy pronunciation of the energetic word. That is how NapNock name was born.
As it an impulse purchase item, we needed the name to have a direct effect on the sub consciousness, so we merged words “Nap” and “Knock” in it – and it worked well!
The nuclear symbol is one of the most known and the most beautiful symbols of the extreme energy, so we decided to use it as the main prophet of the effect that this product is trying to communicate.
To convince the consumer we used firm strong caps in the typography! Try to say, that this is not the Strongest!
Packaging Design:
We decided to express the main advantages of the drink straight on the face of it. There is a short explanation of the product benefits compared to the competitors. The amounts of the functional ingredients are highlighted in not annoying style!
We used black and white contrast to exaggerate the visibility of small bottles in the sea of retail store colors.
The whole view makes NapNock look mysterious and at the same time healthy and positive. It guarantees the effect without saying it out loud!
Marketing concept:
The idea was to communicate the differences of the energy shot compared to other drinks on the market. So we started the advertising campaign “The Strongest is coming” 2 months before the appearance of the product.
We invented the story of the strongest, that started in 1863 and every week people got to know a sequence of a dark history about the invention of the strongest.
It all started with general John Lee, who demanded his troops standing tall during the battle! Then one mad scientist Napole Nockman started to develop the ultimate potion, after her death her ideas were passed all over the globe until the year 2011, when the strongest appeared in Lithuania!
We spread this idea all around the Lithuania using the posters and various guerilla prints with our characters and mysterious slogans. They become so popular, that even the media took pictures of the posters to write short articles about the campaign.
The web space was flooded by the questions about the Strongest a.k.a NAPNOCK!
The results we much higher than we could expect! Thousands of people registered to know more about the drinks. The price of the campaign was less than 1000 Euros and it achieved more than we targeted!
The product:
Created and developed by our partners “Mydrink” beverage development:
The Idea:
To make the strong energy shot for the EU market. It had to be safe for human consumption so we had to develop the formula that reduced the possible heart dysfunction risks and to reduce the crash effect of the energy drinks to minimum.. As the EU market was still missing the potential of the energy shots, we had to make the taste acceptable for the target market.
Packaging:
60ml PET straight slim shot bottle.
Target market:
23-30 year old advanced energy drink consumer. Middle and higher income level, so the busiest audience.
More about NapNock energy shot solutions @ www.mydrinkbeverages.com
