C4 Energy rebrands energy drinks

The line is reintroducing itself with six new flavors, an updated look and debuting its “4 Moments Of” campaign.
Gisselle Gaitan
Online Editor
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C4 Smart Energy

Nutrabolt, the parent company of C4 Energy, has rebranded its energy drink line to C4 Smart Energy.

Formulated to aid in sharpening mental focus and elevate alertness, the line is reintroducing itself with six new flavors and an updated look, as well as debuting its “4 Moments Of” campaign.

The new flavors include strawberry guava, peach mango, cherry berry lime, blood orange yuzu, watermelon burst and tropical passionfruit. In addition, the brand is also launching two DTC flavors available only online — blue raspberry and black cherry.

[Read more: Nutrabolt’s C4 revamps pre-workout brand]

Included in the updated product formulation is InnovaBean, a plant-based green coffee bean caffeine source and Cognizin, a patented form of citicoline, which aims to support focus and attention, the company said.

“As a leader in the energy drink space, we understand that for most consumers, caffeine is not enough anymore,” said Robert Zajac, chief marketing officer at Nutrabolt. “In fact, 68% of energy drinkers want to boost mental focus with products that feature better-for-you ingredients and clinically proven benefits. With the C4 Smart Energy rebrand, we are filling that white space in the market and providing consumers the product they really want.”

With the “4 Moments Of” campaign, the brand aims to showcase C4 Smart Energy’s new platform of celebrating everyday moments of focus that unlock individual greatness. 

[Read more: Ancient Nutrition packs superfoods into powder, tablet and gummy formats]

“The ‘4 Moments Of’ campaign is all about unlocking your inner greatness by bringing more focus to the moments that matter,” said Matt Salvatore, vice president of creative at Nutrabolt. “With this, we're putting the creative power and energy into the hands of the consumer, showing them that C4 Smart Energy is for the ordinary, the extraordinary, and every moment in between.”

Currently, C4 Smart Energy is available at retailers like Albertsons, Safeway, H-E-B-, Publix, Hy-Vee, 7-11, Speedway, QuikTrip and GNC.