Disrupting the no/lo category
By Defiant
OUR CHALLENGE
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World renowned DJ Nicholas Fanciulli & serial entrepreneur Scott Sullivan came to us to help build a new drinks brand. Yet with limit resource, and immense competition, we knew we needed to build something radically different.
WHAT WE FOUND
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The founders originally wanted to operate in the energy category, but it was oversaturated and dominated by far bigger brands like Red Bull & Monster. Deep analysis & strategic development helped us identify a better opportunity. We could create a bolder brand in the often tame NO/LO category.
WHAT WE DID
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We positioned the brand as ‘We believe rules are meant to be broken’ and crafted there new platform as ‘Never Normal’. This approach sees us enter the NO/LO with a bolder, more rebellious spirit. A breath of fresh of air in a category which too often plays it safe. We help them with all aspects of packaging, bottle design and branding. The brand launches Q1 2025.
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“Defiant have helped us rip up the rule book & create something truly unique in the no/lo category. We were so impressed that we made them partners in the business”
NICHOLAS FANCIULLI
INTERNATIONAL DJ & FOUNDER, SOBA CIRCUS