C4 Energy, a brand of Nutrabolt, Austin, Texas, announced an innovative partnership with Mars Wrigley to launch four new STARBURST candy-inspired flavors: Strawberry, Cherry, Orange and Lemon. 

Connected by a universal need for fun, C4 Energy and Mars Wrigley, the maker of STARBURST brand, collaborated to perfect flavors that will excite both brands' loyal audiences, the companies say. By tapping into talent partnerships, pop-culture moments, and the popularity of the STARBURST candy, C4 Energy is beginning to roll out these new juicy flavors nationwide just in time for Halloween.

"We set out to find the perfect partnership that would combine the strengths of two recognizable brands known for incredible flavor and unbelievably devoted customer bases," said John Herman, chief commercial officer of Nutrabolt, in a statement. "Over two years in the making, both teams worked together to deliver the closest possible candy flavor experience via our zero-sugar performance energy drinks that will ignite one's taste buds and exceed flavor expectations. The innovative flavor collaboration created with Mars Wrigley was inspired by our unwavering commitment to serve our loyal fans and help them maximize their performance while also having fun in the process."

To celebrate the launch, C4 Energy is tapping talent partners including Adam Waheed, Te'a Cooper, and Nick Kosir, who will serve as C4 Energy Flavor Expert Ambassadors. Each of the selected ambassadors embody the burst of energy and fun that comes with the collaboration and, with their high-energy personas and ongoing social activations, will individualize their favorite flavors even deeper and bring each can to life, the company says.

As part of the launch, the brand will debut the C4 Energy Mobile Candy Flavor Shop. The standout truck will pop-up throughout the Los Angeles area every Friday and Saturday in October, where consumers can sample the full range of new STARBURST candy-inspired flavors and interact with flavor ambassadors. Consumers will be able to track the Candy Shop's location through C4 Energy's social media channels. The Candy Shop will complete its tour with an appearance at ComplexCon (Nov. 2-3 at the Long Beach Convention and Entertainment Center) where there will be major giveaways for C4 Energy and streetwear enthusiasts. As part of its in-person efforts, C4 Energy also will kick off the collaboration through sampling and activations at the NACS Trade Show (Oct. 6-8 in Chicago at McCormick Place) and New York Comic Con (Oct. 7-10 in New York City at Javits Center). 

“We wanted to make the launch campaign for our first C4 Energy X STARBURST brand collab a unique and in-culture brand moment for all our fans. It will mark a new frontier for the performance energy drink category," said Rajaa Grar, chief marketing and digital officer of Nutrabolt. "With the launch of these new flavors, the debut of the C4® Energy Mobile Candy Flavor Experience, and the delivery of engaging digital content in collaboration with our army of flavor ambassadors, we will be able to delight and capture fans both new and existing that are looking to unleash their playful side with explosive energy and juicy flavor. Through this epic collaboration, you can be transported back to your childhood with the juicy STARBURST candy flavor but can expect the explosive better-for-you energy that C4 is known for. This is just the first of many exciting innovations C4 Energy will launch in the coming months."

To complement the in-person events and reinforce this fun, exciting partnership, C4 Energy will bring the collaboration to life digitally through vibrant pop art-inspired visuals that capture both brands' iconic colors, irreverent audio, and relevant, anime-inspired content. As part of the activation series, C4 Energy will create friendly competition, encouraging fans to choose their favorite flavor.

The STARBURST candy flavors will be sold in 16-ounce cans at C4Energy.com, Amazon, and more than 20,000 doors within key retailers such as Vitamin Shoppe, Publix, Giant Eagle, Kum & Go, Gold's Gym, and 24 Hour Fitness. The Cherry and Strawberry flavors will be sold at additional retailers including Quik Trip, Sheetz and many more.