Number 1 is a premium, zero sugar and calorie sparkling, functional drink, powered by energy enhancing ginseng, B-vitamins and biotin. Crafted to offer a nutritious and healthy alternative to traditional carbonates, mixers and energy drinks, it is the brainchild of former beauty industry expert Simon Gook. A keen cyclist, Simon wanted to create a hydrating, natural, but functional, drink to fill the gap in the market between sparkling water, vitamin drinks and sugary, carbonated energy drinks.
When Simon brought Number 1 to us, it was a fantastic product, but in packaging conceived by an agency more at home with designing perfume branding. This meant the cans, while stylish, were so minimalist they lacked personality and – more importantly, didn’t communicate to consumers Number 1’s taste and nutrition credentials, or how it was different to other products on the market.
We used a combination of consumer workshops and market analysis to distil Number 1’s brand positioning and key USPs to execute a complete rebrand and create stand-out packaging. Our approach gave Number 1 a premium brand positioning and classy packaging that also clearly communicates its natural energy proposition and positive attributes, with clear nutritional credentials and a graphic wave element to signal hydration.
Number 1 relaunched at the 2019 Monaco Grand Prix in the South of France, where it was available on super yachts, terraces, tender and limousine transfers and at the legendary Grand Prix After Party. It also partnered with Monte-Carlo’s first-ever wellness and fitness event – the In Your Element Festival. In the UK it is currently being test-marketed in Chelsea, London, with plans to expand distribution to the major multiples and on-trade.
I was delighted with the end result, the feedback on the new cans has been absolutely phenomenal - a Number1 result for the Number1 Brand.