• by Danielle Oster , September 7, 2023

Ahead of the start of the football season, C4 Energy is rolling out a campaign that positions it as the preferred choice of star players.

“Energy That Hits” kicks off with New York Jets wide receiver Garrett Wilson, Chicago Bears quarterback Justin Fields, Houston Texans quarterback CJ Stroud, and Atlanta Falcons running back Bijan Robinson, centered around a series of four videos (one for each player), promoted on social channels for the brand and its NFL partners.

Running beyond the end of the season, the campaign is part of a broader positioning for C4, and will become its brand equity platform in 2024.

“C4 Energy is deeply rooted in the world of sports and peak performance,” Katie Geyer, vice president of talent, partnerships and experiences for C4 Energy parent company Nutrabolt, told Marketing Daily.

“When we work with athletes, and specifically NFL players, there is a natural fit and alignment because C4 Energy is what they are used to having in the locker room. ‘Energy That Hits’ was born from the idea that you can feel the efficacy of C4 Energy when it kicks in, which is what these athletes need to fuel a successful season.”

The brand sees the campaign as a valuable marketing investment to differentiate itself from a crowded field of energy drink competitors and underscore its appeal to athletes of all types while also highlighting its clean ingredient profile.

According to Geyer, C4 uses “premium and clinically studied ingredients with no sugar, artificial color, or dyes.”

“We’re also one of a select few performance energy beverages to be NSF Certified for Sport, ensuring professional and collegiate athletes can consume without worry of restricted ingredients.” she added.

The campaign also includes extensions tapping into relationships with college athletes, as well as a media partnership with Barstool Sports, in-store marketing components at brick and mortar retailers, and digital marketing elements on Amazon and the company’s D2C site.

That C4 Energy built the campaign around four stars aged 24 or younger is not a coincidence, but reflective of a broader brand strategy of investing in players early in their careers, Geyer explained.

“Our partnership with Justin started prior to him being drafted. Bijan and CJ started their partnership with C4 Energy as college athletes and this year will bring a new crop of college football stars to C4 Energy’s roster,” she added.

“We believe in telling a deeper story of human performance and the journey to the top.”