Full Throttle NHRA


Full Throttle had identified an NHRA partnership as a way to reach its target consumers. The brand needed a plan to create new points of product distribution, and drive both brand awareness and trial by featuring this partnership.


MELT built a “Feel the Energy at Work” program that featured one the most prominent drivers in the sport, Tony Schumacher. A 7-time champion sponsored by the US Army, Schumacher is known as the hardest worker on the circuit. MELT developed a customized retail program that positioned Full Throttle as the source of energy for the hard workers. The retail program featured incentive programs and sampling opportunities for key customers. At race events MELT created an experiential program that featured partnerships with brands known for hard work, such as Ford and the US Army, promoted sampling at tracks across the country, and ultimately drove consumers back to key retailers through on-site content that MELT produced for the brand.



The “Feel the Energy” campaign was a hard-working success. The content generated by MELT reached over 20 million NHRA fans across the country. The brand was able to give away over 1 million new samples to consumers. Full Throttle featured activations at key new distribution partners such as Bass Pro Shops and Dollar General.

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