You Only Live NOS
Over the past 10 years, the energy drink category has used armies of sponsored athletes to hype their brands. To push against this space, NOS was positioned as the functional and philosophical energy drink for no-nonsense guys who want to get shit done.
Philosophy for the not-so-faint of heart
Mistress built a brand and philosophy that connected with true, red-blooded, non-coastal, young American males. Guys that forego the sofa for the cliff-face. Guys that have MMA on the brain and NASCAR engine-oil for blood. Guys that earn scars of their own.