GOAT
Can a new brand step out of its shadow?
The nicotine pouch market had a gap. Up to 35 % of consumers were looking for a product with a more decent, premium look than what was currently available. So we created a new strategy, identity and packaging for GOAT, and built a communication platform around a simple idea: Step Out Of Your Shadow.
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From the shadows into the spotlight
The brand world is deliberately black and white, helping set a premium tone inspired by the packaging itself. The spots introduce inspirational people who, despite obstacles and setbacks, managed to step out of their shadows and reach the top. The latest ambassador was MMA fighter Pirát, a natural fit, given the brand’s collaboration with the Oktagon MMA. On set, he’s nothing like he is in the cage! So far, two brand films and five product spots have stepped out of the shadows alongside him.
And what were the results?
#1
In premium attribute
80 %
View rate of ads
100K
Sold products monthly
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