In an effort to recruit a new generation of NOS Energy drinkers, while not alienating their current drinkers, we utilized a mix of channels including eCommerce assets to take consumers through a full funnel journey. Given the NOS target audience is very niche, being too narrow may exclude the next generation of drinkers - as we know Gen Z finds relevance in a number of different interests. Our approach was to produce a 3-part mini-series that challenges NOS Energy’s race car drivers in a style of racing that has become extremely popular with Gen Z: Formula car racing.
