Disrupting the energy drinks market

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C4 Energy - Energy Drink Brand

Launched C4 into the student market, with mass sampling across 35 campuses.

The results

150,000 samples were successfully placed into the hands of students across the UK within the first term of university.

Samples were distributed across 35 university campuses and 63 student accommodation blocks.

The brief

The brief was simple: disrupt the energy drinks market and target students in mass numbers, within a short sampling period. As a fairly new brand, Crowd was asked to introduce C4 Energy to start the journey towards becoming the go-to energy drink brand amongst young people.

The main aim was to get products into mass student hands and develop a bigger brand presence at key locations where they have more stockists.

How we delivered

We took a multi-touchpoint sampling approach, focusing efforts on product drops into student accommodation blocks, product distributions at key on-campus freshers’ events, brand-in-hand sampling on campuses, and off-campus student hotspot areas in close vicinity to their key suppliers.

With the product being low in sugar and the brand wanting to go after the active consumer, we also focused on distributing the product to sports clubs and targeted sports campuses.

As an added touch, we also included a social element to the campaign to increase social following and engagement, with a simple tag for the chance to win a C4 bundle.