10 000+
bars distributed
15 000+
concertgoers reached by the campaign
100%
Nick’s new rebranding took center stage at Globen
Challenge How do you reach a young audience at a concert without paying for expensive sponsorships?
Nick’s wanted to launch their new look and protein bars in a way that truly felt on brand. Sponsoring a major artist like Sabrina Carpenter is often a million-dollar investment. The challenge was to find a solution that delivered maximum visibility and direct interaction, without blowing the budget.
Our Proposal Guerrilla activation at Globen
We met the fans where they were, at the main entrance to Avicii Arena. Two fully branded event bikes in true Nick’s x Sabrina Carpenter style and event staff in silver jackets with Nick’s logos stood out in the crowd. At the same time, we handed out the new Nick’s protein bars. The combination of music excitement, sparkling style, and tastings made Nick’s a natural part of both the concert line and the Globen experience.
Our Approach Maximum visibility for Nick’s where everyone passed by
Before the concert, we positioned ourselves strategically at the main entrance, where every attendee would pass. Over 10,000 bars were handed out as fans streamed in. The visibility was enormous and Nick’s was the only brand present, which meant they ruled the experience. To amplify the reach, we produced our own social media stories where event staff let fans taste and rate the bars. A simple and engaging format that quickly spread through the feeds.
Results A sold-out Globen with Nick’s in hand
The activation meant all 15,000 concertgoers encountered the brand directly. Over 10,000 bars were distributed, and hundreds of fans posted their own photos and stories with Nick’s during the concert, fueling huge engagement on site. By combining the guerrilla method with clear branding, Nick’s achieved maximum visibility and strengthened their rebranding, without the cost of an official sponsorship
