Black Rifle Coffee’s ‘Can Drop’ Hits Hard in Action-Packed Campaign

Black Rifle Coffee Company wants to cure your bad day with a can and an airstrike.

The veteran-founded coffee brand just launched its newest campaign to promote "Black Rifle Energy," a clean-ingredient energy drink with no-nonsense flavor and a mission-first mindset.

“Infiltrating Bad Energy” kicks off May 9 with a wild, comedy-forward spot titled "Can Drop."

It features military veterans literally dropping coffee cans into low-energy situations: boring meetings, drained job sites, and chaotic commutes.

And of course, the commercial brings Black Rifle's signature veteran spirit, using real American heroes to show how its coffee can drive out negativity.

"It’s not just about launching another energy drink — it’s about going after all the toxic energy out there," Donny Jensen Black Rifle CMO told DesignRush. 

"Sure, we’re taking on the overly sweet, artificially pumped-up stuff in other cans. But we’re also targeting the cultural kind—negativity, burnout, fake vibes."

Have a great week, America! pic.twitter.com/uROc2yKUXZ

— Black Rifle Coffee (@blckriflecoffee) May 12, 2025

According to Jense, the concept behind the drink is simple: Black Rifle Energy cans become the tool to wipe out bad energy, wherever it shows up.

"If there’s weak energy in the room, we drop a can and flip the switch. Real energy. American energy. No BS," Jensen added.

"This is about more than caffeine — it’s about standing up, shaking off the nonsense, and fueling up with something real."

In a category where personality often takes a backseat to function, brands that stay true to their unique identity can cut through the noise.

For ad agencies helping brands grow, this kind of consistent brand voice is key to building lasting recognition.

Comedy, Caffeine, and Action 

The launch video features BRCC co-founders Mat Best and Jarred Taylor alongside fellow veterans like Clint Trial and influencers Katie Knight and Erin Switzer (known for "Call of Duty" appearances).

Together, they deliver BRCC’s signature humor and blunt force messaging with explosive visuals and unapologetic confidence.

The one-minute commercial opens on a high-impact scene of an aircraft piloted by a badass ape.

From there, viewers are taken across the U.S. to other bad-energy scenarios, where the solution comes falling from the sky — literally.

 

 

 

 

 

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A post shared by Black Rifle Coffee Company (@blackriflecoffee)

Each scene plays like a mini sketch, leaning into BRCC’sbold brand DNA full of military humor, visual gags, and a clear disdain for burnout culture and artificial hype.

Of course, Black Rifle Energy takes center stage in every drop, emphasizing its clean ingredient profile and purpose-driven appeal.

The campaign will roll out across BRCC’s digital channels, including YouTube, Instagram, and X, with shorter edits for paid media.

With “Can Drop,” Black Rifle Energy is planting its flag in a saturated energy drink market with no-frills... just pure energy.

In other news, Anomaly and Keebler dropped a whimsical animated spot to launch a new snack. 

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