Nestlé Health Science: Nuun
Nuun retained Known as part of their effort to achieve start-up level growth after its acquisition by Nestlé Health Sciences. As an established hydration tablet within the road running and sports performance space, Nuun was on the hunt to find opportunities to broaden consideration for clean hydration beyond its roots. The hydration market is chockful of incumbent sports drink brands (i.e. Gatorade) and go-to hangover cures (i.e. Liquid I.V.), and while they shouted their benefits from the top of every mountain, they all spoke to being the solution to a state of dehydration. Known was able to find an opportunity to zig when other brands zagged. This was done by championing your hydration even before you hit the start line. An evolved brand positioning, and creative brief provided the foundation and catalyst for Nuun’s New Year New You campaign. And after concept testing, we emerged with a cross-platform campaign taking on the classic trope of drinking coffee before anything. Our winning campaign concept was “But First, Nuun.” And the campaign's performance exceeded all expectations, testing better than any commercial in the Nestlé Health Sciences portfolio.