COMP EXAM

This Comprehensive Examination marks the culmination of my academic journey at USC, where I conducted an in-depth analysis of Celsius and developed a strategic campaign to launch Tart Cherry + Ashwagandha, a hydration-focused energy drink. Exclusively debuting at Dick’s Sporting Goods for the 2025 NFL season opener, this campaign targets Gen Z athletes seeking post-workout recovery and mental resilience. By aligning with Celsius’ performance-driven identity, this initiative highlights the muscle recovery benefits of tart cherry and the stress-reducing properties of ashwagandha, positioning the brand at the forefront of functional hydration.

I have dedicated significant effort to this project, and I hope the insights and strategies presented are compelling and informative.