Repositioned Nesquik for relevance with 18-34 year old men at C-Store.

A beloved icon of childhood, Nesquik struggled to attract the mission critical “ready-to-drink” beverage audience of young adult men, who associated the brand as something they “used to drink”

To solve the “I used to…” problem, we positioned Nesquik as fuel for the youthful spirit that young adult men today are so keen to keep burning bright.

The strategy, “fuel for the bunny inside” because the creative tagline in a DJ Khaled-starring spot, as well as the driving force behind Nesquik’s influencer strategy in the sports, gaming and streetwear passion points.

Launched in spring of 2024, results are still coming in – but the spot smashed IPSOS scores, and the campaign has been championed by Nestle as a “best-in-class” example of how to position heritage brands for modern cultural relevance.