If you’re in the beverage space, you know how cut-throat and competitive it is. Brands are fighting hard (and paying a premium) for shelf space, while competitors pop up daily due to low barriers of entry. And often times it is more important to inspire “the system” over the consumer if you need to drive incremental sales. Our experience with brands like Vita-Coco, Red Bull, and Coke has taught us how to sell the product through intrinsics, how to build the brand using extrinsics and how to create badge-value out of a can or bottle. Our work over the past 4 years with NOS Energy did just that, resulting in increased off-premise accounts and higher customer sell-through. As a result, NOS recently moved from the #5 energy drink in its category to #3.