C4 Energy, the performance energy drink brand produced by Nutrabolt, announced this week it has partnered with Mars Wrigley to release a new line of beverages featuring flavor inspired by Starburst candy.
Available in Strawberry, Cherry, Orange and Lemon flavors, the C4 Energy X Starburst line will be available in 16 oz. cans both online and in over 20,000 retailers nationwide, including Vitamin Shoppe, Public, Giant Eagle, Kum & Go, Gold’s Gym and 24 Hour Fitness locations. Quik Trip and Sheetz stores will also carry select flavors. Each zero calorie drink is made with no artificial flavors, colors or dyes and contains CarnoSyn Beta-Alanine to support muscular endurance, BetaPower to maintain cellular hydration, Caffeine Anhydrous and L-Citrulline to aid performance.
“We set out to find the perfect partnership that would combine the strengths of two recognizable brands known for incredible flavor and unbelievably devoted customer bases,” said John Herman, chief commercial officer at Nutrabolt, in a press release. “Over two years in the making, both teams worked together to deliver the closest possible candy flavor experience via our zero-sugar performance energy drinks that will ignite one’s taste buds and exceed flavor expectations.”
The line will be promoted through influencers including social media personality and actor Adam Waheed, WNBA player Te’a Cooper and meteorologist Nick Kosir, known online as “The Dancing Weatherman.” As well, the launch campaign includes the debut of the C4 Energy Mobile Candy Flavor Shop, a pop-up truck that will be open around the Los Angeles area on Fridays and Saturdays in October. The walk-in trailer will include a tasting room featuring the Starburst flavors and meet and greets with the influencer partners.
In addition to the mobile shop, C4 has planned activations at the National Association of Convenience Stores (NACS) show next week in Chicago and at New York Comic Con from October 7 to 10.
An accompanying digital campaign will feature “vibrant pop art-inspired visuals that capture both brands’ iconic colors, irreverent audio and relevant, anime-inspired content,” according to the press release.
The launch of C4 Energy X Starburst also puts the rising performance energy brand into closer competition with brands like Bang and GHOST Energy that have embraced candy-like flavors. Ghost Lifestyle, which partnered with Anheuser-Busch InBev last year to produce non-alcoholic RTD beverages, in particular has embraced brand partnerships with the launch of Warheads and Sour Patch Kids flavored drinks, as well as powdered beverages featuring Swedish Fish, Chips Ahoy and OREO flavors.