Welch's Energy

Project B.I.G.


Welch’s new beverage - “Welch’s Energy” – was was different than anything the company has ever done. JetFuel was tasked with building relevancy amongst urban, multicultural consumers.

We built a cult-following on Instagram & FB, by creating and fostering relationships with rappers, pro athletes, and musicians.


  • Content focused on iconic, relevant cultural themes – positioning Welch’s Energy as authentic to the community.

  • Conversation & engagement on social was led by our account managers who lived in the communities and were part of the cultural fabric.

  • Event activations were planned to integrate with iconic community moments in sports, music and art. These events were also leveraged as content generating machines for our social channels.