CREATIVE BRIEF
Description
Celsius is introducing a new energy drink—Tart Cherry with Ashwagandha—exclusively at Dick’s Sporting Goods for the kickoff of the 2025 NFL season. This campaign is designed to introduce the product to Gen Z athletes seeking post-workout recovery solutions.
Headline
Recover Strong. Perform Stronger.
Goal
The primary objective of this campaign is to drive awareness and excitement surrounding the exclusive launch of Celsius Tart Cherry with Ashwagandha at Dick’s Sporting Goods. By positioning the drink as the ultimate post-workout recovery beverage, the campaign aims to boost sales and increase foot traffic to Dick’s Sporting Goods, particularly during the high-energy period of the NFL season opener. Beyond immediate sales impact, the initiative seeks to strengthen Celsius’s brand identity among Gen Z athletes, reinforcing its reputation as the preferred performance beverage for recovery, wellness, and peak physical performance.
Target Audience
The primary audience for this campaign consists of Gen Z athletes between the ages of 18 and 25 who prioritize recovery, performance, and overall wellness. These individuals engage in high-intensity training and competitive sports, making them highly receptive to functional beverages that enhance their athletic performance. Additionally, they are trend-conscious consumers who closely follow fitness influencers on social media and seek out innovative products that align with their active lifestyles.
The secondary audience includes a broader group of active lifestyle consumers between the ages of 18 and 45, encompassing athletes, gym-goers, and health-conscious individuals. This demographic is drawn to functional beverages that support their fitness goals, aid in recovery, and contribute to their overall well-being. While they may not all be competitive athletes, they share a commitment to maintaining an active, healthy lifestyle and are likely to be influenced by marketing that highlights performance benefits.
Advertisement Reason
Celsius is expanding its product line and requires a strong market entry strategy to maximize the success of this exclusive launch. With its partnership at Dick’s Sporting Goods, the campaign must be designed to generate significant foot traffic and create meaningful in-store engagement. Given Gen Z’s emphasis on authenticity, wellness, and performance-enhancing ingredients, it is essential to connect with them through a compelling brand narrative that aligns with their lifestyle and fitness goals. This campaign will not only highlight the unique benefits of Tart Cherry with Ashwagandha but will also differentiate Celsius within the highly competitive sports beverage market. By delivering a dynamic and high-impact marketing approach, Celsius will solidify its position as the top choice for recovery and performance.
Advertisement Appearance
The advertisement will take a multi-channel approach to effectively engage fitness enthusiasts and active consumers. Social media platforms such as Instagram, TikTok, and Snapchat will play a central role, utilizing fitness influencers and targeted paid advertisements to generate brand awareness and encourage engagement. TikTok, in particular, is an ideal platform for reaching Gen Z, as its fast-paced, creative content and emphasis on authenticity align well with their media consumption habits.
In addition to social media, out-of-home advertising will feature prominently in the campaign. Billboards and bus shelters located near Dick’s Sporting Goods stores will serve as key touchpoints, reinforcing brand visibility and product awareness. In-store digital displays will further capture consumer attention, ensuring that shoppers are introduced to the product in a compelling way. To create a more immersive brand experience, CE will also host pop-up events at NFL season opener tailgates and training sessions. These activations will include product sampling, allowing consumers to experience the benefits of Tart Cherry with Ashwagandha firsthand while engaging with the brand in a high-energy setting.