C4 Energy Dares Athletes To ‘Drink at Your Own Risk’
C4 Energy showcases athleticism in new national ad push featuring Bijan Robinson, CJ Stroud, Cam Ward and more
C4 Energy owner Nutrabolt has launched a new national brand campaign celebrating athleticism and featuring football stars Bijan Robinson, CJ Stroud and Cam Ward.
The message? Drink at your own risk…of excellence.
The campaign also highlights C4 Energy’s NSF Certified for Sport certification — a mark trusted by leading sports organizations.
“The C4 team was clear from the outset — C4 is the athlete’s energy drink — and they wanted a campaign that paid homage to that,” independent creative agency Flower Shop co-founder and CCO Al Merry said. “The fact that C4 is NSF certified as ‘safe for sport’ provided us with a unique way in: the drink is rigorously tested and optimized for peak performance, without breaking any rules. This speaks to the nature of elite sport and the athlete mindset, and the goal in the campaign was to channel this focus at every touch point. We wanted the creative to feel like it had been made on the run, drinking a can of C4. Hopefully we were able to achieve that.”
Nutrabolt chief marketing officer Robert Zajac noted that the C4 brand has long been synonymous with performance, but that the new campaign reinforces the brand as an authority in sports and fitness.
“This campaign marks the latest chapter in educating consumers on our dedication to athletic performance and ingredient safety, while also underscoring our commitment to sports,” he said. “Our formulas and NSF certification set us apart, earning the trust of athletes, consumers and organizations through rigorous testing that make C4 a great choice both on and off the field.”
The energy drink market is buzzing, especially among Gen Z, and is projected to reach $104 billion by 2030, according to a market research report from Mordor Intelligence.
Energy drink brand Celsius recently made a $1.65 billion play for competitor Alani Nu, which has won over female consumers. Celsius also appointed PepsiCo veteran Eric Hanson to a newly created role of chief operating officer as the brand expands into the hydration space with caffeine-free powder sticks. This summer, Anheuser-Busch, which has teamed with 1st Phorm and UFC CEO Dana White, is set to debut its own energy product.