Dive Brief:
- Celsius on Monday launched a marketing campaign that features a 30-second spot, “The Surge,” selling a limited-time Electric Vibe taste, per particulars shared with Marketing Dive.
- The advert depicts the flavour drop reworking a sport of foosball into a professional soccer match that includes a DJ set by Diplo. Produced by Quiet Half, the spot shall be distributed throughout linked TV, audio, search, show, out-of-home and paid social.
- The marketing campaign, which reimagines the model’s “Live. Fit. Go.” slogan as “Live. Fit. Goal.,” sees Celsius uniting sports activities, music and culture ahead of this summer’s World Cup.
Dive Insight:
Celsius is doubling down on its give attention to sports activities, particularly soccer, as followers across the globe put together for the FIFA World Cup. The practical power model has had a relationship with Major League Soccer and golf equipment together with Inter Miami since 2023. The hero spot, “The Surge,” options soccer professionals Weston McKennie, Declan Rice and Hirving Lozano, but additionally nods to music and culture with appearances by Diplo and creator Marlon Garcia.
The model final week hosted the Celsius Soccer Classic, a VIP match that additionally featured music, hospitality, activations and a charitable part. Along with Diplo and Garcia, expertise included actor Lisa Rinna, actuality TV star Nic Vans, health entrepreneur Kendall Toole and influencers David Dobrik, Rob Rausch, Dixie D’Amelio, Josh Richards and Haley Kalil.
“The event captured the energy and intensity of the ad spot, extending it from screen to real life while setting the tone for our broader push into the sport this summer,” Celsius Chief Brand Officer Kyle Watson mentioned in a press release.
Along with the occasion and the spot, Celsius is scaling different partnerships and activations. The model has been named the Official Energy Drink of Baller League USA, a creator-driven indoor soccer league, the place will probably be built-in throughout gameplay, experiences, social and livestream content material. It can even leverage its MLS partnership with on-site activations.
While Celsius doesn’t have an official World Cup sponsorship, it is going to have visibility and property at 9 U.S. matches, together with in-game branding, fan activations, hospitality and sampling, plus a partnership with French participant Eduardo Camavinga. Other manufacturers, including Modelo, are making probably the most of the World Cup with out official partnerships in place.
Celsius Holdings, the guardian firm of Celsius, Alani Nu and Rockstar Energy, delivered full-year 2025 income of $2.5 billion, reaching roughly 20% greenback share of the U.S. power drink class in This fall. The firm final month introduced the launch of a full-service in-house agency that can assist supercharge advertising just like the Celsius “Live. Fit. Go.” efforts.