Influencer Advisory™Why does G Fuel marketing lean so hard on creators?
G Fuel marketing runs on creators who already use it. It has 845 creator deals on record, builds flavours with them and puts those cans in stores.
Founder · November 10, 2026 · 3 min read
G Fuel markets itself through creators. It has 845 creator deals on record, against 254 for Ghost Energy.
It signs people who already use the product, builds some of them their own flavour, then sells those cans in stores like Walmart. (G Fuel)
Out of every 100 marketing dollars a brand spends, only about 3 go to influencer.
How does G Fuel pick the creators it signs?
80% of the creators you onboard don't perform, and you only find out after paying them.
Sign people who already love the product
- The stated rule at G Fuel is to endorse people who already use and love the product, over paying somebody to hold it. (G Fuel)
- Roman Atwood bought all the products himself and made a vlog about moving away from sugared drinks. The deal followed. (G Fuel)
- G Fuel has been with FaZe Clan since 2012, so it was already there when FaZe signed Tfue, who went from unknown to the seventh biggest following on Twitch in a year. (G Fuel) (Joshua Schall)
Gamma Labs swapped its athlete and bodybuilder ambassadors for YouTube gamers, tweaked its PTF formula for them and renamed it G Fuel. (Cliff Morgan)
G Fuel's 1494 sponsored videos lean hard on gaming and entertainment.
Once the right people are in, give them something of their own to sell.
Why does G Fuel put influencers on its cans?
The biggest ambassador deals are often flat fees, with no pay tied to sales.
Build the product with the creator
The creator can process starts with a flavour tasting, and Ninja's cotton candy flavour was picked because he liked it and it fits his hair colour.
"You see spider-man on that can but at the same time we offer up opportunities for influencers to be on the can right so that's a selling proposition that no other can allow us you're never going to see a face on coca-cola." G Fuel's VP, Rob Kligman, on Deans List, 2022-07-02.
A familiar face on a product still has to reach the place that person sells best.
How does G Fuel get creators to sell in stores?
A coupon code misses the creators who sell in stores.
Match each person to the place they sell
- G Fuel signed basketball player Mikal Bridges knowing he would not sell well through an online coupon code, because he would sell well in stores.
- At a Circle K in Phoenix, Arizona, fans shot three point shots over a standee of Bridges to win G Fuel prizes and meet him.
- G Fuel ties an exclusive Ninja can at Walmart directly to purchase, because seeing a familiar name on shelf is what gets someone to buy it.
At TwitchCon San Diego in 2024, G Fuel ran a branded booth where fans sampled new flavours and met sponsored streamers.
Each of these moves takes people and time.
- How to Choose the Right Social Media Agency to Work With
- Celebrity Endorsement Examples, What Worked and What Blew Up
Who can build this for my brand?
Picking people, building products and winning shelves is a full time job, so we run those steps for brands.
Creators keep posting all year, without a flat fee every time. New creators ask to get in, so cold outreach shrinks. Creators share hooks and ideas, so the content gets better. Videos you can run as ads. Small creators tell you what to fix in your product.
If you have some of the steps in place, we audit what's missing in each and how to take it further.