CLIENT: 5-HOUR ENERGY

AGENCY: IN-HOUSE

A trend-to-product launch: turn a cultural phrase into a social-first LTO.

Inspired by the “main character energy” meme cycle (tens of millions of posts), 5-hour ENERGY translated the idea from language into a limited-time flavor and a drop-style release—positioning the product as a confidence/identity cue, not just a functional boost.

Work

• Co-creation partner: Jamie Varon

• Launch model: four-week limited release, launched May 22, 2024 via creator-led social “drops,” sold online while supplies lasted.

• Product + flavor: “swicy” profile described as watermelon + lime + chili (limited edition).

• Social behavior: encouraged users to share their own “main character” moments and tag the brand (UGC prompt as part of the rollout).

• Availability/offer: sold online in a two-pack at launch (as announced publicly).

My role

Outside creative vendor oversight + creative sign-off.

• Managed external creative partners and maintained quality across all deliverables through launch.

• Oversaw creator/influencer creative for consistency with the “main character” framing and the drop cadence.

• Partnered with internal marketing + legal on launch readiness and guardrails.