captivating consumer attention
As the agency of record for Jolt Cola, NJI led the campaign to reintroduce the iconic 1980s brand. Imagery and language from Jolt Cola’s 1985 debut inspired the visual concepts, tone, and engagement experiences we created for social, digital, and advertising channels.
We curated every aspect of the consumer experience to leverage “known” fans and reach new audiences. From custom lunchboxes for GenX media and select influencers to active targeting of next-generation hackers, gamers, and other caffeine-fueled consumers, we achieved consistent engagement over multiple months. The campaign’s irreverent tone and our success in capitalizing on consumer nostalgia prompted interactions with thousands of fans, while staying on message and driving demand.
We planned and executed a three-phased launch. At each step, we leveraged authentic engagements on social channels and knowledgeable engagements with targeted media.
driving pre-launch awareness and demand
elevating the brand story
celebrating Jolt’s return to market
Mapping our strategy to sales data was essential to balance consumer excitement with product availability. The initial launch featured exclusive distribution through Dollar General. As sales outpaced store availability, however, we worked closely with Jolt on an Amazon strategy that would provide immediate national reach while Jolt expanded its distribution network. (On Amazon, Jolt Cola sold out within 48 hours.) Over the first several months of the launch, in-store demand continued to accelerate, with sales doubling week over week.
Over a 10-week earned media campaign, NJI secured more than 120 media opportunities, resulting in more than 415 million impressions across national and high-value media. Top-tier coverage included Late Night with Seth Meyers, FOX News, USA Today, Thrillist, The Daily Meal, Bro Bible, and Maxim. Meanwhile, Jolt’s comeback story was featured in outlets such as Geek.com and in product placements on primetime television shows.
At a glance:
First Five Years Fund
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