Diving brief:
- Celsius Today (June 2) launched the “Live. Fit. Go ”, in details shared with Marketing Dive. The effort represents the largest integrated media investment of the energy brand to date.
- A 30 -second hero spot shows how a variety of consumers with active lifestyles use Celsius to meet their energy needs. The campaign includes linear television, connected television, social, social, outside and experienced, paid and organic activations.
- Created with the anomaly of the creative agency, “Live. Fit. Go “seems to redefine the physical form beyond the physical performance of athletes to professional, emotional and daily well-being.
Diving insight:
Celsius takes the next stage of his trip with “Live. Fit. Go. ”, A campaign that supports the growth of the energy drink brand and the expansion of the global market with a significant media investment.
A 30 -second anthem shows how consumers with active lifestyles covering the house, the work and the game use Celsius to meet their needs, including a man who balances family life with changes as a firefighter; a nurse who surfes; And a businesswoman who runs marathons and loves nightlife. More characters will be revealed in advertisements throughout the year.
“With” Live. Fit. Go. “We take advantage of the layers of what energy really means for people – whether it is an increase in attention for demanding work, the endurance to chase your personal passions or resilience to balance the responsibilities of life,” said CMO Kyle Watson in a press release.
“Live. Fit. Come on.” Sees Celsius evolving its land beyond athletes and gymnasiums to a wider range of consumers while the increasingly congested energy drink market continues to grow, from around $ 79 billion in 2024 to more than $ 125 billion by 2030, According to Grand View Research. Mother company Celsius Holdings at T1 2025 SAW returned to drop by 7% Compared to the period of the previous year, attributing the decline to distributor and promotion problems.
In addition to the anthem, the campaign includes three seats of 15 seconds, which were all created by the director-producer Jackson Tis And Stagwell Anomaly of the creative agency. The anomaly has been active lately, the production of announcements for brands Starbucks,, Keebler,, Buffalo Wild Wings And Hotels.com.
Celsius, which was stimulated in 2022 by a Investment of $ 550 million per pepsicohas concentrated previous marketing efforts around sports. The drink will serve Official Energy Drink by Major League Soccer throughout the 2026 season and has expanded his zero list To reach the ZERS generation.