Celsius, a leading player in the functional energy drink market, has launched the largest marketing initiative in its history: LIVE. FIT. GO., marking a strategic shift in how the company positions its products, targeting not only athletes and gym-goers but everyday consumers navigating work, family and personal goals.
The campaign comes as demand for energy drinks continues to expand beyond traditional fitness channels, and follows the energy drink giant’s acquisition of the female-focused Alani Nutrition, maker of Alani Nu beverages, for $1.65 billion, comprised of cash and stock.
The new initiative will roll out in three phases across digital, social and traditional media platforms in the U.S., with international markets to follow. It features a mix of lifestyle-focused storytelling and product messaging, highlighting individuals such as firefighters, nurses, marathon runners and corporate professionals who use Celsius to support daily performance and balance.
The functional energy brand tapped creative agency Anomaly and director and producer Jackson Tisi, who crafted several ad spots to kick off its new messaging. Celsius says new content will be unveiled throughout the year on social channels.
“Celsius is a functional energy drink created for active lifestyles – providing energy to support active individuals in their daily routines,” Celsius chief marketing officer Kyle Watson said. “With LIVE. FIT. GO., we’re peeling back the layers of what energy truly means to people – whether it’s a surge of focus for a demanding job, the stamina to chase your personal passions, or the resilience to balance life’s responsibilities. Through authentic storytelling, we’re further positioning Celsius as the energy to fuel all of life’s demands and inspire people to LIVE FIT in everything they do.”
Recently joining the $74.5 billion energy drink market is Phorm Energy, a concept created by Anheuser-Busch and 1st Phorm, a sports nutrition and supplements company backed by UFC CEO Dana White. The brand just launched with four flavors (Screamin’ Freedom, Blue Blitz, Orange Fury and Grape Smash), which are available at phormenergy.com. The brand says its drinks will be available in retailers soon.
