Target Audience
Health-conscious, active men and women ages 20–29, with a focus on fitness enthusiasts, casual gym-goers, and young professionals who prioritize wellness and performance. This audience is skeptical of traditional energy drinks, associating them with sugar, crashes, and artificial ingredients. They’re ingredient-aware, trend-savvy, and constantly looking for functional beverages that align with a clean, elevated lifestyle.
Media Placement
- Out-of-Home: Urban billboards, fitness-focused locations (e.g., near gyms, spin studios, yoga centers).
- Print Media: Health & wellness magazines, university fitness centers, and gym brochures.
- Digital / Social Media: Instagram (carousel, stories, reels), fitness influencers’ pages, sponsored posts with lifestyle creators.
Goals
- Primary Goal: Shift perception; establish Celsius as a healthy energy drink alternative.
- Secondary Goals:
- Launch awareness for new Tart Cherry + Ashwagandha flavor.
- Drive trial among energy drink skeptics.
- Reinforce brand trust through ingredient transparency and wellness messaging.
- Position Celsius as a recovery + performance hybrid beverage.
Why We Need This Ad
The energy drink market is saturated with products perceived as unhealthy, overly caffeinated, and chemical-laden. Celsius has a unique opportunity to redefine the category by bridging clean health benefits with real energy. This ad combats negative connotations by emphasizing the wellness benefits of natural caffeine, thermogenic ingredients, and adaptogens like Ashwagandha, while celebrating a bold, refreshing new flavor.
We’re not just offering energy. We’re upgrading your entire wellness ritual pre, during, and post-workout.
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