Reenergizing a Brand

CVIC relaunched 5-hour Energy as the healthy option in the energy shot category, sparking name recognition, big-name endorsements and positive product reviews.

Wanting to differentiate itself from the sugar- and caffeine-loaded drinks that flooded the immerging energy shot marketplace, 5-hour Energy sought to build name recognition and prove its “no jitters and no crash” promise to consumers. Leveraging research that backed up the brand’s claim, CVIC relaunched 5-hour Energy using an aggressive news media, trade show and blogger outreach campaign. Connecting the brand to specific consumer personas, including those who work long hours, maintain non-traditional schedules and hold alert-critical positions, 5-hour Energy was reenergized as the safe and healthy alternative for those wary of energy drinks.


  • Distributed product samples, press releases, fact sheets and testimonials from “everyday” people to targeted news outlets and bloggers
  • Garnered valuable product reviews, robust online discussion and earned media placements for the brand, increasing 5-hour Energy news coverage by 194% and blog mentions by 341%
  • Accumulated more than 50 positive product reviews in major daily newspapers, broadcast news outlets including FOX and NBC affiliates, and national lifestyle TV shows including Live with Regis and Kelly
  • Earned the brand an endorsement from the USA Olympic Softball team, positioning 5-hour Energy as the recognized leader in the energy shot category

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