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Good vibes for Coca-Cola’s energy drink

<p>Coca-Cola sought to launch a new energy drink that would stand out from the competition by embracing a fresh, fruity, and positive identity. Unlike traditional energy drinks with aggressive, performance-driven branding, this new beverage needed a name that conveyed a feel-good moment of natural energy while resonating with consumers worldwide.</p>


The challenge

<p data-start="386" data-end="660">We created the name <strong data-start="406" data-end="414">Nalu</strong>, inspired by the Hawaiian word for wave movements, setting a new standard in the energy drink market. The name captured the brand’s fresh and uplifting personality, offering an alternative to the traditional, extreme branding of energy drinks.</p>


Our solution

<ul data-start="678" data-end="832" data-is-last-node="">
<li data-start="678" data-end="696">Brand strategy</li>
<li data-start="697" data-end="725">Product name development</li>
<li data-start="726" data-end="767">Market analysis and consumer research</li>
<li data-start="768" data-end="788">Naming workshops</li>
<li data-start="789" data-end="832" data-is-last-node="">Legal research and trademark registration</li>
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Services

<p data-start="69" data-end="500">Our experience in naming food and beverage brands, including sub-brands for Coca-Cola, prepared us for the challenge of carving out a distinctive position in the highly competitive energy drink sector. We recognised the market’s saturation with aggressive, extreme narratives that dominate energy drink branding. Instead, we focused on creating a refreshing, feel-good brand identity that would set Coca-Cola’s new product apart.</p>
<p data-start="502" data-end="934" data-is-last-node="">We developed four creative directions for the naming process, supported by mood boards: coastal vibes, surf style, fun and joy, and masterful energy. These themes emphasised natural energy, enjoyment, and a sense of freshness—all perfectly aligned with the new product’s characteristics. Coca-Cola ultimately chose the surf-inspired direction, leading us to brainstorm and test various name concepts until we landed on Nalu.</p>


Finding a unique space in the competitive energy drink market

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<p data-start="0" data-end="439" data-is-last-node="">The name Nalu perfectly captured the brand’s intended identity. Rooted in Hawaiian culture, it evoked imagery of waves, freedom, and natural energy—concepts that aligned seamlessly with the product’s experience. Its short, memorable, and globally adaptable nature allowed Nalu to expand internationally, standing out in the energy drink category with a focus on positive energy and a refreshing perspective on everyday moments.</p>
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Riding the waves

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<h3 data-start="0" data-end="16">Result</h3>
<p data-start="18" data-end="367">Nalu successfully launched as a feel-good energy drink, setting itself apart from performance-driven competitors in the market. The name and brand identity struck the perfect balance between uniqueness and emotional appeal, giving Coca-Cola an exciting new product that resonates with consumers seeking a refreshing boost in their day.</p>
<h3 data-start="369" data-end="418">Ready to ride the wave with your brand?</h3>
<p data-start="420" data-end="552" data-is-last-node="">Get in touch to discover how we can create a brand name that stands out, connects with your audience, and drives global success.</p>
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