Benno’s song ITALY was one of the hottest releases of the year, with teaser content already generating millions of views across social media. Our strategy was to leverage this organic momentum and cultural relevance instead of interrupting it with classic advertising. We initiated the collaboration in a native, platform-first way by commenting directly from NOCCO’s official account under one of Benno’s videos:

“Strong song! Add a line with NOCCO and we’ll really talk.” Benno accepted the challenge and delivered on his word, integrating the now iconic lyric:

“Independent woman, that’s her motto – after fitness, a Grand Sour NOCCO.”

We amplified this moment by turning the lyric into a core campaign asset. Together with Benno, we created a range of content formats that naturally integrated the drink, alongside giveaway assets that included tour tickets, a year’s supply of NOCCO, and exclusive Benno trackies.

To further scale reach and traction, NOCCO activated selected influencers who created content around the song, the lyric, and the drink. This multi-layered approach ensured strong cultural relevance, continuous content flow, and sustained engagement — turning a single line into a high-impact, music-led social campaign.