Boost concentration and sharpen focus. This is the concept behind the products produced by St. Louis-founded alertness beverage company, Nawgan. Relatively new to the functional beverage industry, Nawgan knew it would need an introductory campaign for not only its product, but also the “functional beverage” industry itself. And, for that, Nawgan turned to local advertising agency, Rodgers Townsend.
Tapped for its fresh creative approach, deep strategic analysis and understanding of the target audience, Rodgers Townsend was named the brand’s full-service agency of record.
“We see this as a mutually beneficial relationship,” stated Michael McCormick, Executive Creative Director. “We couldn’t be more excited to help a brand born in St. Louis tell its story to the world. We are fully committed to making Nawgan the next great national brand.”
Defining the brand campaign as “One Brainy Beverage”, Rodgers Townsend is responsible for point of sale concepts, radio spots, out of home messaging, social media campaigning and building its online presence with the redesign of its website, as well as Facebook and Twitter. Using the talking can as the centerpiece of the effort, the campaign playfully embraces the science behind the beverage with a clever attitude that could only come from a product smart enough to introduce itself.
“Rodgers Townsend is a perfect match for this startup brand,” said Jim von der Heydt, Chief Executive Officer of Nawgan. “Their experienced team crafted a great campaign. The agency really understands the entrepreneurial spirit essential to working with a break out company.”
“Safe to say, the agency fridge is stocked,” stated McCormick. “The more we drink, the smarter we think. The smarter we think, the more people drink.”
Created by neuropsychologist Dr. Rob Paul in 2007, Nawgan is not an energy drink. With the caffeine equivalent of one cup of coffee, Cognizin citicoline and natural sweeteners, Nawgan is formulated to boost alertness and concentration without the adverse effects of excessive sugar and taurine. Available in many refreshing flavors, it’s also NSF-certified for safe use by athletes.
Rodgers Townsend is a nationally acclaimed, full-service marketing communications agency delivering simple, actionable, transcendent creative solutions built on powerful strategies and rooted in deep consumer insight. Founded in 1996, the agency provides strategic planning, advertising, direct/one-to-one marketing, digital marketing and design services to a wide range of clients both nationally and regionally, including: AT&T, Enterprise Holdings, Express Scripts, The Hartford, Missouri Baptist Medical Center, PBS, Nawgan and Unigroup.