PREPARED BY: Salma Al-Khairi
DATE: March 26, 2025
CLIENT: Celsius
DESCRIPTION: Promoting the launch of Celsius Tart Cherry + Ashwagandha, exclusively available at Dick’s Sporting Goods for the 2025 NFL season opener.
TAGLINE: Celsius Tart Cherry + Ashwagandha – From Burnout to Beast Mode
Who is our target audience?
This campaign targets current energy drink consumers, athletes, competitive fitness enthusiasts, sports fans and gym-goers looking for a convenient and delicious recovery solution. Celsius primarily appeals to individuals ages 18-24, a demographic that prioritizes fitness, performance and an active lifestyle. Additionally, because this exclusive launch is linked to Dick’s Sporting Goods, the target audience is limited to U.S. consumers, particularly those who participate in sports, fitness and athletic gear shopping.
Where will this ad appear?
The campaign leverages a mix of paid social media and out-of-home advertising, maximizing visibility.
Social Media: Given Celsius’ impressive online footprint, ads will appear on Instagram Reels, TikTok, X and YouTube, targeting users who actively engage with sports content, fitness trends and workout routines.
Out-of-Home Advertising:
- Billboards – Celsius will continue its signature cylinder-shaped, building-wrapped ads, mimicking its can design for increased brand recognition. These ads will be placed close to college campuses, high schools, major sports stadiums and Dick’s Sporting Goods locations to appeal to a younger, fitness-conscious audience. With the NFL season opener in Philadelphia, out-of-home ads will be largely concentrated around Lincoln Financial Field and Temple University, increasing visibility for fans and athletes in the surrounding area.
What is the goal?
This campaign aims to bolster awareness and energy around Celsius Tart Cherry + Ashwagandha, launching exclusively at Dick’s Sporting Goods for the 2025 NFL kickoff.
Primary objectives include:
- Establish Celsius as the main recovery drink for athletes seeking to rebuild, not just rest.
- Drive sales at Dick’s Sporting Goods and increase foot traffic.
- Differentiate from competitors by shifting the focus from quick energy boosts to real recovery and Ashwagandha’s health benefits.
- Pave the way for future expansion into new flavors with herbal supplements, reinforcing Celsius’ position as a leader in the energy drinks market.
Why do we need this ad?
The majority of energy drink companies focus on boosting energy, but no major competitors emphasize recovery, making this product unique in the market.
- This campaign shifts the focus from “pushing harder” to “recovering smarter,” filling a clear gap in the functional beverage sector.
- Athletes often ignore the importance of muscle recovery. This campaign highlights ashwagandha and tart cherry as natural recovery supplements.
- Exclusive availability at Dick’s Sporting Goods and the NFL season opener creates the perfect opportunity to introduce Celsius as an essential part of an individual’s comeback, reminding athletes—whether pro or not—that from burnout to beast mode, recovery starts here.
*All content is for academic purposes only and in no way affiliated with Celsius.