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N!CK'S

Turning a compromise category into the preferred choice.

Key Deliverables

Brand Positioning Framework
Master Brand Naming
Brand Messaging
Visual Identity
Packaging Design

An assortment of NICK'S chocolate products, including bars, bags, and bottles, arranged on a beige background.

Challenge & Task

N!CK'S (formerly Nutri-Nick) was a classic nutrition-focused sugar-free snack brand with a new mission to challenge one of Sweden's most beloved chocolaty sweets.

The company required a complete transformation, including a new name, position, and visual identity to make sugar-free the obvious choice for everyone looking for a tasty treat.

Three boxes of Nick's organic pasta on a green background: black bean spaghetti, green soybean fettuccine, and soybean spaghetti.
Three Nick's Sport-Crunch bars in orange, vanilla, and hazelnut flavors on a brown surface, with one bar partially unwrapped and bitten.

"People never buy chocolate to be healthy. It's indulgence no matter the content."

Key Insight

Two advertisements with large open mouths and text about candy. Each features a Nick's chocolate bar at the bottom.

Advertising by Åkestam Holst →

Strategic Solution

We positioned N!CK'S around the insight that people don't eat chocolate to feel or be healthy - chocolate is a treat, and great taste makes one treat better than another.

The strategy focused on taste, distinctive packaging, and compelling brand story, moving away from nutrition associations while using "Join our fight on sugar" to position the brand with consumers.

Four Nick's chocolate bars on a blue background, including dark and milk chocolate varieties, one partially eaten.

Result

Six months after launch: 60% increase in willingness to choose and 1000% increase in sales, but most importantly, made people more aware and cautious about what they put into their bodies.