At TentCraft, we thrive on tackling logistical challenges and transforming them into opportunities for our partners' success. When C4, the nation's fastest-growing energy drink brand, approached us with their evolving field marketing needs, we saw a chance to make an immediate difference.
As C4 expanded its product lines and geographical reach, they faced the daunting task of ensuring their field marketing efforts remained efficient and effective.
Recognizing the need for a solution that could simplify the distribution of marketing assets to field representatives while maintaining brand consistency, C4 turned to us for assistance.
As the brand grew, so did the number of regional field marketing representatives and coordinators across the country doing drink sampling. The job of tracking which regions had the correct field marketing kits grew exponentially as C4 added new drinks to its lineup — all of which require separate field marketing kits.
C4 needed a central hub that put event asset management into the hands of the individual field marketing coordinators, all while maintaining changing brand guidelines. could easily order the kits, instead of having headquarters order and send out region-by-region. To that end, TentCraft created a customer portal for C4 — an e-commerce-style website that easily allows field marketing coordinators to add event kits to a cart and checkout, without having to worry about assets being on brand because they’ve already been designed and approved by corporate.
Portals have become an integral part of TentCraft’s business for field marketing clients. They’re extremely helpful for businesses that activate across the country — and that either launch new product lines or re-brand altogether — because headquarters doesn’t need to worry about field marketing reps heading out to events with off-brand assets.
And if kits ever need to be updated, TentCraft’s art and engineering teams can quickly make changes to existing assets, or add completely new assets as the energy drink brand continues to diversify its portfolio.
C4 has taken the $20 billion energy drink market by storm, and a major driver of that growth is activating at key events and getting the pre-workout drink in the hands of consumers.
Dozens of C4 field marketers across the country have taken their American-made, custom tents and structures to some of the biggest shows in the business. For instance, the brand debuted its new MONARCHSTOREFRONT activation by TentCraft at the 2024 South by Southwest show.
In the past year, the brand also inked partnerships with the Wounded Warrior Project and WWE. It created a co-branded WWE and C4 Ultimate Energy drink — and paired it with custom tent kits from TentCraft in its portal.
Doss Cunninham, CEO of Nutrabolt, the parent company of C4, told Beverage Industry that the secret sauce to its growth is not being afraid to innovate and move quickly.
“In the coming years, our innovation pipeline will not only be adaptive but really showcase what we do best ― innovate and lead,” he said.
Working behind the scenes, TentCraft’s dedication to American-made craftsmanship, speed, and innovation has helped C4 seamlessly get their custom event marketing kits into the hands of field marketers across the country. Because we are vertically integrated and manufacture everything in-house at our production facility in Traverse City, Michigan, we’re built for speed — which is important when working with one of the fastest-growing brands in America.