Modern Marketing Brand Strategy

C4 Energy says get Kevin Hart's smart energy in a can

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By Webb Wright | Junior Reporter

April 19, 2022 | 4 min read

Energy drink brand C4 Energy has partnered with actor, comedian, entrepreneur and producer Kevin Hart – whom the brand describes as “the ultimate multihyphenate” – for a new campaign promoting itself as a kind of one-stop-shop for physical and mental stamina.

The brand has teamed up with Hart for the campaign – centered around the tagline ‘Ignite your fire’ – to promote the energy drink as a booster of both physical and cognitive ability. Called ‘Get that Hart smart energy,’ the campaign kicks off today with a new TV spot and will also include activations on digital and TikTok.

Hart, a man known for his work ethic and seemingly inexhaustible energy, is portrayed in C4’s new ad as the ultimate multitasker, the living embodiment of an energy drink: in the span of one minute, we see him moving seamlessly between a gym, a dressing room, a production studio, a film set, a photo shoot, his kitchen and then finally a stage, where he’s capping off the night with a live comedy set. All the while, of course, he’s clutching a can of C4.

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Comedian Kevin Hart is fronting C4 Energy’s campaign / Times10 Agency for C4 Energy

“Kevin Hart is a longtime user of C4 Energy and the perfect partner for our C4 Smart Energy campaign," says Rajaa Grar, chief marketer at Nutrabolt, C4's parent company. "As a man with no limits, Kevin Hart turns to C4 to boost his daily grind. Kevin’s hustle and unparalleled focus on everything he does whether it be his fitness or the many hats he wears as an actor, comedian, and entrepreneur truly exemplifies the core ethos of C4 Smart Energy, a drink that fuels your mental and cognitive performance. There’s no one better to showcase the benefits of C4 Smart Energy than this extraordinary talent.”

C4, which describes itself as “America’s fastest-growing energy drink brand,” has marketed itself as “smart energy” – a supplement that can provide an edge in the workplace, the gym and apparently everywhere in between. The brand’s ascent into the fore of the competitive energy drink sector coincides, uncoincidentally, with the booming popularity of nootropics, sometimes referred to as ‘smart drugs’ – supplements that can purportedly enhance mental clarity, focus and memory.

‘Get that Hart smart energy’ will be rolled out across digital, beginning with an activation called ‘KevinVision,’ which C4 describes as a “multi-dimensional, multi-episode video series, which will provide an immersive look at Kevin Hart in ways that consumers have never seen him before.”

The new campaign will also include an activation on TikTok – which C4 is calling ‘Ignite your side hustle’ – which will ask fans to upload content describing their side hustle. Hart will then select the winners, who will receive “prizes that total up to $50,000 so they can turn their side hustle into their front hustle.”

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