Advertising headline/ tagline: Creative Brief
CREATIVE BRIEF- Celsius Holdings Inc.
PREPARED BY: Kate Hoag
DATE: March 26, 2025
CLIENT: Celsius Holdings Inc
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DESCRIPTION: To develop a multimedia campaign for Celsius’ new Tart Cherry with Ashwagandha energy drink, launching exclusively at Dick’s Sporting Goods for the 2025 NFL season opener. The campaign will be appealing to Gen Z athletes interested in post-workout recovery.
TAGLINE: Post-Workout Recovery, Fueled by Tart Cherry.
• Who is our target audience?
This Celsius advertising campaign targets health-conscious individuals passionate about fitness and post-workout recovery. Celsius primarily markets to Gen Z consumers between the ages of 18 and 24 through initiatives like its college brand ambassador program (Adams, 2023). Since Gen Z prioritizes health and wellness, they are the ideal demographic for a campaign based on a product that supports fitness and recovery goals. Given that Dick’s Sporting Goods and the NFL are primarily U.S.-based, the campaign will focus on reaching American consumers (Front Office Sports, 2022; Ryanabest, 2023).
• Where will this ad appear (i.e., OOH, online, print media, etc.)?
This campaign will mostly include social media and out-of-home (OOH) advertising to ensure reach among Gen Z individuals. The campaign will not focus on print media, as Celsius does not typically prioritize print media for their campaigns. Social media ads will run on Instagram, TikTok, Facebook, and X, where Celsius has active accounts and its target audiences are most active. In addition to using Celsius’ platforms, the campaign will engage influencers and brand ambassadors to expand its reach. The OOH advertising will include billboards and bus shelters, which are ideal for reaching the target audience of Celsius, who are often active, on-the-go individuals. Billboards and bus shelter ads will be placed in major cities like Los Angeles, New York, and Miami, which are known for high populations and heavy foot and car traffic. Additional OOH ads occur in cities that Gen Z individuals are moving to, like Ann Arbor, Athens, and Boulder (Stacker, 2024). Finally, there will also be a special email newsletter sent out to Celsius subscribers with information about the drink, as Celsius has already built a dedicated community of fitness enthusiasts, and it is important to inform these individuals about how Celsius is now entering the workout recovery space.
• What is the goal? (i.e., increase awareness, sell products, improve image)?
The goal of this campaign is not just to sell the new Tart Cherry with Ashwagandha drink but also to broaden Celsius’s image beyond a pre-workout brand. By launching during a major cultural event like the NFL season opener, Celsius can increase brand awareness and show a wide audience that it’s different from a sugary energy drink that causes one to crash; it’s a drink used for those who want to reach peak performance.
• Why do we need this ad?
Celsius has faced criticism for its high caffeine content, with health experts warning of potential side effects, so it needs to prove to consumers that Celsius does have health benefits (Amaryah, 2023). Also, right now, Celsius is viewed mostly as a product to consume before workouts only. However, this new Tart Cherry with ashwagandha drink is an opportunity to shift that perception to a drink that can also help you after your workout. With Gen Z prioritizing health, this campaign highlights how Celsius can help them maintain an active lifestyle by ensuring their body stays in shape. With this campaign, the message to Gen Z is simple: tart cherry equals post-workout recovery.