At its core, Orka's strategy is its identity, constantly evolving with each new product launch and artistic collaboration. By inviting local artists to curate the brand's identity, Orka sets itself apart as a dynamic and culturally relevant challenger in the energy drink market.

This unique approach not only drives brand differentiation but also fosters genuine engagement with Zoomers. Orka's strategy goes beyond traditional branding—it's a living, breathing expression of creativity and inclusivity. In a category dominated by macho stereotypes, Orka dares to challenge the category, pushing the boundaries of what's possible in the world of branding.

Situation:

Orka was experiencing declining sales and fading relevance – dying a slow and painful death on the shelves. (Orka's costumers primarily consisted of truck drivers and taxi chauffeurs).

Brief:

Revamp Orka and make it more relevant for future generations + re-establish its place in the market against the competition.

Objectives:

1. Rebrand Orka to challenge the market leader (Monster).

2. Position Orka as a brand that resonates with Gen Z and like-minded people.

3. Increase brand awareness and engagement among target demographics.

4. Drive sales and gain market share.

Iceland has a vibrant arts scene and progressive values, with an increasing emphasis on inclusivity and breaking away from traditional gender stereotypes. The energy drink category in Iceland, like many other parts of the world, has long been dominated by brands promoting hyper-masculine imagery to appeal to consumers. We wanted to challenge this and embrace an AntiMacho approach that signifies a departure from traditional norms. By flipping the script and positioning Orka as an inclusive and culturally savvy brand – Orka aims to resonate with Gen Z and like-minded human beings who seek brands that align with their aspiration and reality.

The rebrand not only aligns with these cultural shifts but also sets a new standard by actively involving local artists and embracing a more fluid, inclusive identity. By showcasing Icelandic artists on its cans and collaborating with them to curate campaigns and events, Orka becomes more than just a drink—it becomes a platform that resonates deeply with the local Icelandic culture and community.

Orka aims to push the boundaries of branding and advertising, demonstrating its ability to drive cultural impact and promote young artists.

Orka was facing a significant business challenge of declining sales and fading relevance in the competitive energy drink market. The brand needed to revamp its image to stay relevant and appeal to a younger, more diverse audience.

We recognized the importance of embracing inclusivity and authenticity. Orka aimed to break away from traditional norms, challenging the macho image prevalent in the industry, and positioning itself as a platform for artistic expression and community engagement.

The target audience for Orka included young, socially conscious consumers, particularly Gen Z, who valued creativity, authenticity and social responsibility. By catering to this demographic and tapping into Iceland's vibrant art scene – Orka sought to differentiate itself from competitors and drive brand growth.

The desired outcome was to reestablish Orka's position in the market, increase brand awareness and engagement among the target audience and ultimately drive sales growth.

The process began with thorough market research to understand consumer trends, preferences, and cultural shifts. We conducted collaborative workshops with cross-functional teams, including artists and target audience interviews.

The insight revealed the need to challenge category norms and position Orka as an inclusive and culturally bold brand, rooted in Gen Z values and evolving consumer preferences.

Internal challenges included budget constraints and organizational resistance, while external challenges involved competing in a crowded market. Overcoming these challenges required cultural insights and strategic planning, along with a commitment to creative innovation.

The breakthrough moment occurred when we realized Orka's identity could be a fluid platform for artistic expression. Involving local artists allowed us to differentiate the brand and deeply connect with the target audience. This breakthrough paved the way for Orka's rebranding success and long-term growth: Icelandic Moodenhancing drink traveling at the speed of culture.

Orka's rebranding is all about ditching the macho image of energy drinks and becoming a more inclusive and relevant option. Driven by a commitment to keeping pace with culture and actively participating in it–rather than merely attempting to fit in.

Acknowledging the evolving values of today's consumers–particularly among the forward-thinking Gen Z demographic, Orka embraces an AntiMacho mindset and promotes inclusivity and cultural relevance. By doing so, Orka positions itself as a brand that resonates with individuals seeking authenticity and the opportunity to make a meaningful impact on the world around them.

Orka's primary target is the socially conscious Gen Z population of Iceland (and of course like-minded people). Deeply entrenched in the country's progressive and vibrant art scene, Icelandic Gen Zers value authenticity, creativity and social responsibility. With this approach, Orka aligns with the values and aspirations of this demographic, serving as a catalyst for creative expression.

Orka has seen a significant increase in brand value since the rebranding, with perceptions of it as a modern, entertaining and progressive brand more than doubling between May 2021 and Nov 2023. Specifically, perceptions of Orka as modern rose from 25% (May 2021) to 60% (Nov 2023), as entertaining increased from 41% to 56%, and as progressive surged from 19% to 47%. Conversely, perceptions of Orka as old-fashioned declined from 51% (May 2021) to 27% (Nov 2023).

Sales surged impressively by 154% post-rebranding, showcasing Orka's enhanced appeal and consumer interest.

Orka successfully achieved the objectives, surpassing expectations for making the brand more relevant for future generations. It has also led to improvements in other indicators, such as brand awareness, engagement and social media sentiment.

Orka's rebranding challenges the competition by taking a bold stance against the prevailing macho norms in the energy drink category. This departure from machoism disrupted the category and allowed Orka to stand out in a crowded market dominated by the big players.

By prioritizing inclusivity, creativity and fluidity, Orka differentiated itself from competitors and appealed to a new generation of consumers who sought brands aligned with their values and aspirations.

And the best part: The brand became the ownership of the many not just the brand owner or the creative agency. Living a life on its own.