• by Steve Ellwanger , April 5, 2023

Three years after its launch, Nutrabolt’s Smart Energy beverages have a new brand platform and campaign that focuses on — wait for it — focus.

The “Stay Focused” brand platform is based on consumer research the company conducted into what consumers want from energy drinks, according to Nutrabolt CMO Robert Zajac.

“The energy drink market has changed pretty profoundly,” Zajac tells Marketing Daily.

One of C4 Smart Energy’s main ingredient differentiators is its inclusion of Cognizin, a patented brand of citicoline — the naturally occurring nutrient produced by the brain.

Citicoline is described as a “cellular building block makes up "30% of brain tissues and must be continually  generated to ensure proper brain cell function.”

The target audience for the new “4 Moments Of” campaign comes to life in the form of “everyday heroes.”

As seen in this spot from the Wilco Collective agency, those heroes include a chef, a designer, a working mom and a local band.

“We call them the next generation,” says Zajac. "They’re the next everyday achievers, the next artists, the next designers, the next musicians. They are the ones who are building startups and the next set of entrepreneurs.”

Over the past three years, C4 Smart Energy has expanded to 60 flavors and added 12-ounce cans to its original 16-ounce offering.

The new brand platform and campaign come four months after Keurig Dr Pepper said it would spend $863 million for an approximately 30% share in Nutrabolt in a transaction that included a long-term sales and distribution agreement.

Nutrabolt was founded in 2002.