Context

As Nutrabolt expanded C4 through licensed flavor collaborations with Skittles and Starburst, the opportunity was to use these launches as true customer acquisition engines, not just limited-edition drops. The challenge was converting cultural excitement into trial, repeat purchase, and measurable growth, particularly in e-commerce.

Approach

I led the cross-functional team and set the integrated marketing strategy, designing the launches as connected omnichannel experiences. We activated C4 at high-intent cultural moments like Comic-Con and ComplexCon, paired experiential sampling with emotionally led content across Hype, Launch, and Sustain phases, and ensured every activation was built for digital amplification. Amazon was treated as a core growth lever, with content, media, and conversion designed to move consumers seamlessly from discovery to purchase across Amazon, DTC, and retail.

Results

The Skittles and Starburst launches led C4 to rank #1 for energy drink launches on Amazon and became the highest-grossing new product launches in the category. The collaborations drove strong new customer acquisition and reinforced C4’s position as the category leader in culture-led energy drink innovation.

Learnings

Collaboration launches outperform when they are built as acquisition systems, not moments, connecting culture, trial, and commerce into one clear path to purchase.

Agency Partner Times 10