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Integrated ACD//Copywriter
NOS Energy is one of the most popular energy drinks in the country. It's done a great job of cultivating American motorsports fans. However, it has struggled to grow its audience for a while now. The people who consume its drinks are fiercely loyal, but they're also getting older.
NOS Energy presented us with a unique challenge. How do we expand their reach to a younger audience while maintaining the loyalty of their existing motorsports fans?
Open-wheel, single-seater racing, a.k.a. Formula racing, has been on the rise in popularity in the US. This is especially true with Gen Z. Our answer was simple: Put those good ole boys in some Formula cars and have them race. It's a win-win!
Well, for most of the drivers, there was plenty of losing.