Sports-nutrition specialist Nutrabolt has recruited NFL player Saquon Barkley to front an advert for a new-to-market “beer-inspired” energy drink.
The SKU, All Hopped Up, has been released as an extension of Nutrabolt’s C4 Energy brand and is described by the company as tasting like “light beer with a splash of orange”. Barkley appears in a video (below) shared on C4’s social media pages, where he claims not to be able to tell that the product is not a beer.
The launch also marks C4’s debut with TikTok Shop, where All Hopped Up will be available to purchase from today (23 September) with an SRP of US$14.99 per six-pack of 47cl cans. “The strategy is designed to meet Gen Z where they’re already highly engaged, tapping into the generation’s strong appetite for energy drinks and social-first discovery and commerce,” Nutrabolt said.
The extension will also be available via the brand’s website from 30 September.
“Offering the social drinking experience with no alcohol and no hangover, [All Hopped Up is] right on time for tailgating season, Oktoberfest, Sober October – you name it!” Nutrabolt said.
Last year, brewers Mahou San Miguel and Heineken both ventured into the energy drinks category, with the former launching new-to-market brand Refeel in Spain and the latter purchasing an unspecified-size minority stake in the Tenzing “natural” energy drinks brand.
