Celsius on Wednesday (Aug. 27) unveiled its 2025 title, picture and likeness (NIL) roster, calling on faculty soccer standouts from main packages to construct on its just lately launched “Dwell. Match. Go” model marketing campaign, per particulars shared with Advertising and marketing Dive.
The hassle kicks off with a 30-second anthem spot that can run nationally and focuses on the power of faculty soccer recreation day, spanning tailgates, marching bands, mascots and extra. Notre Dame operating again Jeremiyah Love, Ohio State security Caleb Downs, Michigan quarterback Bryce Underwood and Clemson quarterback Cade Klubnik characteristic in particular person 15-second advertisements that present a behind-the-scenes glimpse at their lives past soccer.
The 360-degree view of high-performing athletes is in step with earlier “Dwell. Match. Go” inventive, which demonstrated how Celsius helped folks with energetic existence — like a nurse who surfs or a businesswoman who runs marathons — meet their power wants. The marketing campaign launched in June and raised aided consciousness and constructive suggestions from retailers, based on a current earnings name. Early outcomes inspired Celsius to extend its funding within the marketing campaign within the second half of 2025 to assist construct on the 9% income development the model noticed in Q2.
Tying “Dwell. Match. Go” to its ongoing NIL efforts, which Celsius has utilized to have interaction Gen Z customers, was a pure match for a model that has made faculty campuses a spotlight by its Celsius College and model ambassador packages.
“We wished to showcase how [‘Live. Fit. Go’] pertains to on a regular basis lives and issues which can be outdoors of that aspirational athlete that we’ve all the time leaned into, and that you simply see power drinks partnering with,” stated Celsius CMO Kyle Watson. “We’re nonetheless taking a look at our athlete companions, and even different companions outdoors of athletes that use Celsius day-after-day of their line of labor.”
Tradition curators
Celsius Holdings, which produces its namesake product and bought the Alani Nu model for $1.8 billion in February, now accounts for greater than 17% of the U.S. power drink class, up 180 foundation factors versus a yr in the past. The momentum comes as customers more and more attain for zero sugar, practical drinks, per the earnings name. The model’s hovering trajcetory has been supported by a ubiquitous advertising and marketing technique.
“We name ourselves Era C, which is tradition curators, and we’re all about being a part of tradition,” Watson stated.
For Celsius — and entrepreneurs throughout classes — soccer stays a vital cultural touchpoint. Together with its new NIL-focused marketing campaign, Celsius will run its first nationwide TV business throughout an NFL broadcast this fall.
“We intend to take a position extra in several channels that we haven’t performed as massive in. We’re doing a big media purchase across the NFL, and actually leveraging that with our athlete companions that we’re that includes,” Watson stated, noting that former NIL associate Travis Hunter is now within the league.
Celsius has beforehand been targeted on social and digital advertising and marketing to create natural, genuine buzz. However regardless of the channel, the model will proceed to work to drive pleasure round related tradition moments and areas — a method that shall be extra of a precedence “than simply plain media buys and commercials,” Watson added.
To take action, the Celsius advertising and marketing crew retains a pulse on tradition throughout sports activities and past. The model tapped into curiosity round Method One racing stoked by Netflix’s standard “Drive to Survive” sequence by signing a multiyear partnership final yr with Scuderia Ferrari. Client curiosity within the sport has continued to develop (see additionally: this summer season’s Brad Pitt-starring blockbuster “F1”) and Celsius has created extra experiences round F1 races.
“We do it otherwise than different manufacturers. We’re not nearly throwing logos on a automotive or on a driver,” Watson stated. “We actually lean into the emotional connection that folks must every little thing that occurs round [F1]… bringing our model companions out to the races, creating experiences which can be actually brand-owned.”
Reaching girls
Celsius has used the “Dwell. Match. Go” marketing campaign to achieve extra customers in other places. The model has continued to activate round music at gatherings like Breakaway Music Competition and CMA Fest that more and more embody a health element.
“We’re actually bringing ‘Dwell. Match. Go’ full circle and making it one thing that’s not solely in regards to the health element, nevertheless it’s folks which can be like-minded: they need to make it possible for they’re staying match, however additionally they actually get pleasure from these memorable, emotionally linked experiences,” Watson stated.
The model this summer season additionally partnered with nation music star Kelsea Ballerini to showcase by social content material how Celsius matches into her way of life. An extended-time fan of the product — Ballerini coined the time period “Kelsius” as a tag for the content material — offers a stronger, extra genuine connection between model and ambassador.
“It’s so helpful for us to search out companions that basically love our model and that really drink it. We don’t need to simply exit and discover those who make sense as a result of they hit the precise audiences,” Watson stated.
Partnerships like these with Ballerini and music festivals, together with its work in sports activities, have helped the model attain extra girls audiences because it strives to attain 50-50 parity between women and men customers. The acquisition of the influencer-friendly Alani Nu might assist its mother or father firm in the identical manner.
“From a model standpoint, Alani has this extra playful, slightly bit extra female-friendly [profile],” Watson stated. “It’s a very nice incremental model in our portfolio.”
