Austin, Texas-based Nutrabolt, owner of C4, is shaking up the active nutrition landscape as it announced the rebrand of its C4 pre-workout powders, including new, innovative formulations; an updated look and feel of the product; and the We Hit Harder brand equity platform. 

For more than a decade, C4 has been a trailblazer in the active nutrition category and with this rebrand, Nutrabolt will launch a new era of pre-workout products, amping up its lineup, it says. To kick off the rebrand, C4 is unveiling a multifaceted brand campaign that highlights what happens when already hard hitting gym goers have the opportunity to hit even harder with the help of C4 pre-workout, the company notes.

C4’s latest formulas, boasting twice the active ingredients, reinforce the brand’s dedication to superior components, delicious flavors, and product experience, thereby establishing a new benchmark for performance in the category, it says. To further the brand evolution, C4 also is unveiling a vibrant electric yellow brand color and updated C4 logo, signaling a dynamic shift to the brand’s identity.

“As a leader in the pre-workout space, C4 has a duty to fitness enthusiasts everywhere who crave performance energy to deliver a product that pushes that very consumer beyond the limit,” said Robert Zajac, chief marketing officer at Nutrabolt, in a statement. “We are proud to be able to deliver a pre-workout product lineup so hard hitting and fast acting, you will have no choice but to choose C4.”

The updated formulas seen throughout the entire pre-workout lineup include stacked, more efficacious performance ingredients featuring the introduction of PeptiPump an AI-powered designer peptide only found in C4, an all-new Trim-Stim energy experience found in C4 Ultimate, utilizing 300 mg of caffeine alongside TeaCrine + Dynamine, and the addition of Capsimax in C4 Ripped to help support fat burning and an increase in metabolic rate, the company says.

Kicking off with a reimagined C4 Original, the new C4 lineup also features an updated C4 Ultimate series, with a NSF Certified for Sport C4 Sport series to debut later this spring, it notes. In addition to the new formulations, C4 will unveil a wave of new brand collaborations and flavors this spring, including Hawaiian Punch and Popsicle, with more to come throughout the year, it adds.

As part of the rebrand, C4 will introduce one of its boldest brand platforms yet, We Hit Harder” through a social-first brand campaign that taps into maximalist fitness culture today, the company says. The campaign will feature celebrity trainers such as Ron Boss Everline, bodybuilding legend Jeff Seid, powerlifter Jamal Browner, fitness influencer Miranda Cohen, and more. This mix of influential talent will be featured in a hero film showcasing the manifestation of the hard hitting benefits, engineered into every scoop of C4, it notes.

C4 also will employ one of its largest innovative marketing strategies to date for their Active Nutrition line, starting with the Keep Hittin’ Tour, the brand’s first guerilla marketing cross-country tour, designed to target Generation Active (young millennials and Gen Z) through authentic, shareable experiences that promote the new products, inspire active lifestyles, and bring together the fitness community inside the gym, it says. The tour will leverage the new talent roster and gym partners for C4-powered popup events in an effort to build local pre-workout communities in California, Texas and Florida.

Additional elements of the rebrand strategy include individual films featuring “Hit Harder” stories for each of the new talent roster creators, out-of-home billboards featuring talent in their hometowns, visual elements and hero videos posted on all C4 integrated marketing channels, including social media channels, as well as in-store promotions at the likes of The Vitamin Shoppe and Dicks Sporting Goods.