Bracket Breakers
Brand
Industry
Category
Location
C4 Energy
Beverage
NIL, Stunt
Various
Background
C4 Energy sought to establish itself as the go-to energy drink for athletes. With an NFS Certification, which tests for 290 illegal substances, it was one of the few energy drink brands in the world that could claim to be certified for all sports, both professional and collegiate. This was the foundation of the brand's Made for Athletes. Certified for Sport.® brand messaging platform, reinforcing its energy drink as an authority in sports and fitness.
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In a bold move to further solidify C4 Energy as a leader in sports performance, we set out to dominate the college basketball conversation during one of the most exciting times of the year for players. In a first-of-its-kind NIL program, we signed one standout player from each men’s and women’s basketball team who would compete in the collegiate events.
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Heading into their opening round match-ups, each player was sent a special box to welcome them to Team C4. Each player created content, receiving and unboxing the kits that were posted on their IG stories for the world to congratulate them.
Idea
For the campaign, we wanted to capitalize on a big moment, something that would further position C4 Energy products as the #1 choice for athletes who want an extra boost to perform at a high level. With March Madness around the corner, this presented a great opportunity to penetrate the tentpole moment with a program that had never been executed before.
The 128 athletes, dubbed the ‘C4 Bracket Breakers,’ were fueled by C4 Performance Energy as they shatter expectations, rewrite headlines, and bust fan brackets everywhere. This roster included stars like top-tier athletes such as Johni Broome, Mark Sears, Madison Booker, and Lauren Betts.
The fun didn't stop there! Knowing we'd have (1) player on the Men's and Women's championship team, we snuck in a special gift for those players, C4 Liquid Gold, our elite performance energy drink formula in a handcrafted golden bottle that was made for the most epic victory.
