Celsius Holdings Inc.

This project is the culmination of my professional skills including strategy, critical thinking, creativity and research.

All elements are included in the tabs below for your convenience. If you’d like to review via Microsoft Word, use your usc.edu credentials to access my files via the link below.

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Strengths
Positioned as a healthy, science-based energy drink in comparison to biggest competitors (Corleone, 2024).

Reputation for having better-tasting drinks than competitors with a wide array of flavors (Cottell, 2025).

Roster well-known fitness influencers including Jake Paul (Meyers, 2023).



Weaknesses
Steep competition in the energy drink space with Red Bill and Monster out selling Celsius according to 2024 sales data (Ridder, 2024).

Previous negative coverage as contributing to a celebrity’s caffeine overdose and lawsuit with Flo Rida, a previous brand ambassador (Rubin, 2024; Blistein, 2023).

Use of artificial sucralose (artificial sweetener), which is associated with a variety of health issues (Radcliffe, 2023).
Opportunities
Nationwide increase (Ridder, 2024) in energy drink sales in the U.S. and projected continued increases globally (Ridder, 2024).

Popularity of ashwagandha products and proven health benefits, particularly athletic performance (Jarosh, 2023).

Gen Z’s high interest in maintaining health and wellbeing (Callaghan, 2024).


















Threats
Medical providers currently recommend taking ashwagandha for no more than three months at a time because the effects of long-term use is unknown (NCCIH).

Warnings against negative health impacts of energy drinks, including the Centers for Disease Control and Prevention, particularly for adolescents (Centers for Disease Control and Prevention, 2022).

Pending tariffs on Canadian and Mexican imports in the U.S., which will likely increase the cost of consumer packaged goods, including beverages (Howells, 2025) and strain Americans’ budgets.

Gen Z’s dependance on TikTok for health-related information and wellness trends, many of which encourage all-natural wellness hacks (Cassata, 2024).

Celsius Holdings Inc. Media Sentiment Analysis

Executive summary — Celsius has a strongly positive media sentiment*

Celsius Holdings Inc. (Nasdaq: CELH) is a leader in the energy drink category with a notable market share alongside longstanding giants in the space, Monster and Red Bull. Following its record $1.36 billion revenue reported in 2024 (Celsius Holdings Inc. website), the company has garnered attention from business media outlets and financial analysts praising its financial successes and forecasting continued growth and success, both of which are largely credited to its strategic rebranding as a fitness lifestyle brand, rather than just an energy drink company.

Media coverage heavily portrays Celsius as an underdog success story. There are frequent mentions of the company’s near-bankruptcy status in 2010 and attention-worthy meteoric rise to popularity and category gains against Monster and Red Bull.

This report will examine:

  • The specific drivers of Celsius’ positive earned media coverage in top-tier business and finance outlets.
  • Financial analysts’ sustained recommendations to buy the company’s stock (Figure 1).
  • Areas of concern to address in future corporate communications.
Figure 1(Yahoo! Finance as of March 24, 2025)

Advantageous acquisition increases market share and target audience growth

The one-two-punch of Celsius’ high 2024 fourth quarter revenue and announcement highlighting its acquisition of Alani Nu, a female-focused energy drink brand, for $1.65 billion, highly impressed investors and analysts. Its shares surged as much as 35% the day after the announcement (Phua, 2025) and 33 hedge fund portfolios are now tracking the stock (Edge, 2025). Similarly, Ihor Dusaniqsky, managing director of predictive analytics at S3 Partners, predicted steep declines in short selling Celsius’ stock after reported losses of approximately $250 million among the company’s naysayers.

Together, Celsius and Alani Nu will hold approximately 16% of the energy drink market share. Alani Nu’s existing predominantly female consumer base will expand Celsius’ burgeoning hold on young, health- and fitness-focused females, which analysts predict with spark more growth (Gelsi, 2025).

Sean McGowan, a Roth Capital analyst, highlighted the advantage of leveraging Alani Nu’s better-for-you brand positioning and popularity among young women, which larger energy drink companies under-index (Gelsi, 2025).


Strong branding as fitness lifestyle brand capitalizes on health/wellness trends

Historically, branding for competing energy drink companies highlight the potency of their beverages powered by high caffeine content. While this utilitarian marketing approach has proven effective for companies like Monster and Red Bull, Celsius is recognized as a leader in reimagining energy drink branding. Specifically, Investors and analysts like Celsius’ positioning as a health and fitness aid (Cooper, 2025), particularly amid the rise in consumer demand for sugar free drinks (Coleman, 2025) and increases in GLP-1 weight loss drug use. Celsius has also successfully showcased its energy drink’s versatility as a mocktail ingredient and alcohol-substitute for non-drinkers (Doering, 2025).

Strategic retail placement to tap into in-store consumer patterns

Business media also recognizes Celsius for positioning its energy drinks as a mealtime drink to replace a morning coffee or a part of a lunchtime ritual (Doering, 2025). For example, Jersey Mike’s stores sell Celsius’ orange, tropical and peach flavors because they pair well with sandwiches, and 7-Eleven stores stock Celsius in coolers strategically placed near a refrigerator with pasta salads, grapes, sandwiches and cookies (Doering, 2025).

Unique product innovation drives brand loyalty

Celsius is known, and loved, for its tasty flavors and aesthetically pleasing cans. It is also well-known for providing a high-caffeine energy drink. However, business media recognize the company’s new product lines to meet consumer needs. For example, it launched Celsius Hydration, its first hydration-focused product, a non-caffeinated and electrolyte-based powder in on-the-go packets (Doering, 2025) and a wide variety of fruit-based flavors. The company continues to expand its offerings to meet the wide range of lifestyle-related beverage needs of its target consumers.

Strategic partnerships amplify Celsius’ brand positioning

Celsius is also praised for adeptly using partnerships and sponsorships, including its partnership with a Formula 1 racing team, which has extensive global reach, amid the company’s plans to enter Australia, New Zealand and France. Celsius also sponsors premiere events like music festivals, France (Doering, 2024) to maximize brand awareness and strategic positioning opportunities.

The company also has a robust brand ambassador program, which leverages more than 2,000 influencers including weekend warriors, certified personal trainers and professional and non-professional athletes, like snowboarder Shaun White and model Sara Sampaio (Cooper, 2025) and a college ambassador program to activate university students throughout America.

Area of opportunity: Address growth longevity concerns

First, while the majority of coverage on Celsius is overwhelmingly positive, there is one key concern on a few analysts’ minds: How long will Celsius’ rate of growth continue as the energy drink sector’s growth slows? Robert Moskow, a TD Cowan analyst who has a hold rating on Celsius, cautioned against excess excitement around Celsius acquiring Alani Nu because of the risk that Alani Nu was simply cannibalizing Celsius’ sales. If that is true, Celsius’ growth post-acquisition will slow, not ramp up.

Second, steep competition in the beverage space will continue to rise as more companies invest in the better-for-you energy drink category (Cooper, 2025).

Media coverage analyzed

**Microsoft Copilot provided sentiment analysis feedback when asked to examine the articles and reports included in this document. Specifically, Copilot was asked to provide a media sentiment rating (positive, neutral or negative) for each article, then to aggregate all sentiments into an executive summary. Copilot was also asked to provide a sentiment score from one to 10, with one being the most negative and 10 being the most positive.

The Best Way to Improve Americans’ Health: Make Exercise Fun

This opinion editorial is written by John Fieldly, President and CEO of Celsius Holding Inc.

The proof of the United States’ lackluster health and wellness is in our ultra-processed pudding. Despite being the wealthiest country in the world and having high levels of health care spending, the U.S. lags behind other developed nations in overall health outcomes and access to care. According to the Centers for Disease Control and Prevention (CDC), 60% of Americans have at least one chronic disease, and 40% have two or more. These are staggering numbers — numbers that explain the also staggering $4.9 trillion our nation spends on health care annually.

What if there was an affordable solution that worked to prevent and reduce chronic disease? And what if that solution also contributed to better mood and overall quality of life? You probably know where I’m going — there is, and it’s called exercise. But maybe we aren’t selling the exercise pill as well as we sell every other pill. We need to repackage it. We need to shift our association with exercise away from the guilt-inducing, body-image shaming, social media-objectifying chore we make it out to be, to the joy-inducing walk in the park, stress-relieving bike ride to dinner, and bonding buddy workout. Because exercise is fun.

Currently, Americans’ relationship with exercise is warped. To improve the health of Americans, both physically and psychologically, we need to re-focus our wellness zeitgeist on fitness as a lifestyle, rather than for aesthetic gains. To stop viewing exercise as a chore, we need to restore a childlike sense of fun into daily movement. And data supports this.

An independent survey commissioned by ASICS, a running shoe and activewear company, showed that 77% of adults view exercise as a chore and 63% exercise solely for physical gain. However, the survey also revealed that 92% of children aged six to 11 said they enjoy exercise and 77% exercise just for fun. The company then used these findings to launch its “Little Reminders” campaign featuring an influencer team of seven and eight-year-olds to remind adults to move for joy, not a six-pack or thigh gap.

Somewhere along the way, we lose our zest for movement. And as that association between fun and exercise diminishes, so does our consistency and routine. In a study of 24 men and women, viewing exercise as enjoyable, rather than a chore, was directly associated with having sustainable and consistent exercise routines. Study subjects with consistent workout routines were most motivated by a sense of adventure to try new activities and the empowering feeling of accomplishment and achievement at the end of a workout.

This enjoyment-focused approach to fitness also plays out in the real world. In Singapore, which was ranked as the healthiest country in the world by the United Kingdom’s National Health Service (NHS) and recognized as a Blue Zone, 74% of respondents in a 2023 survey reported exercising or participating in a sport at least once a week. Blue Zones are regions recognized for having higher-than-average lifespans due to culture, community, diet and lifestyle.

Similarly, in Japan, which is also highly ranked for its health and wellness by the NHS, 38% of Japanese adults exercised for fun and relaxation, 78% exercised for health reasons and nearly 10% exercised for beauty reasons.

Here’s the takeaway from these two countries: General fitness has no requirements on the type of exercise done. What matters most is finding personal enjoyment and fulfillment in exercise to help maintain consistency. Data shows consistency, not intensity, is key to long-term fitness. Consistency is also rooted in persistence, not perfection, because we form habits through repetition and find greater success in long-term routines rather than drastic changes. Just think of New Year’s resolutions. Ninety-two percent of adults fail to follow through on their resolutions. Approximately 23% throw in the towel before by the first week of January and 43% quit by the end of January.

I’m a good example of how to bottle this childhood enthusiasm for movement by choosing activities that spark joy. I like weightlifting, rowing or swimming before work and look forward to my afternoon walks to get away from my desk for some sun and fresh air. My fitness routines are nothing fancy or impressive, but I stay consistent because I do the activities that fulfill me most and leave out the ones I dread.

It is important to note that the federal government has launched initiatives to encourage Americans to be more physically active. They include programs like the CDC’s “Active People, Healthy Nation” campaign, which launched in 2020, with a goal of helping 27 million Americans become more active by 2027. And in 2018, the Office of Disease Prevention and Health Promotion created the “Move Your Way” campaign to promote the second edition of the Physical Guidelines for Americans. However, I would argue that these initiatives, while helpful and critically important, are still missing the element of fun and a direct connection between exercise and joy. To move the needle, we need an initiative that reengages our childhood imaginations and reignites the free play exercise association we once enjoyed as school-aged children. 

I am not saying we can address every health issue by showing Americans that exercise can be fun. Many factors contribute to our country’s health issues, including genetics, environmental factors, diet, sleep, access to health care and more. Exercising may not fully address everyone’s health needs, and not everyone has the means or luxury to prioritize fitness. However, making exercise a lifestyle choice by finding the fun in movement a societal norm in this country is an important first step.

Cementing fitness as a lifestyle by prioritizing consistency and rediscovering the fun in exercise is a vital but overlooked component to improving the health of this country. The proof of lowered chronic disease statistics, elevated mood and increased mobility, is in the affordable, enjoyable and all-natural tai chi, hiking, yoga, running, or walking pudding!

Celsius Holding Inc. Creative Brief

DESCRIPTION:Launch of new tart cherry & ashwagandha post-workout drink
PREPARED BY:Gabbi Robison
DATE:March 26, 2025


Why do this project?
Celsius is known for tasty pre-workout drinks with more health benefits (vitamins, metabolism-boosting properties, etc.) than other energy drinks. We want to expand our offerings to Gen Z, particularly a post-workout drink.

What problem are you trying to solve and/or opportunity are you trying to capitalize on?
Celsius wants to increase sales by launching a new post-workout drink right before the NFL season to capitalize on Gen Z’s interest in football and personal health/wellness.

Who are you trying to influence?
Gen Z.

  • Location: Residents in U.S. cities with NFL teams with a focus on Los Angeles, San Francisco, Dallas, New York, Chicago, Philadelphia and Tampa; live within 20 miles of a Dick’s Sporting Goods location
  • Interests: Athletes and fitness enthusiasts who exercise often; have a gym/fitness membership; NFL fans; interested in health and wellness, particularly through natural foods/supplements
  • Other background: Already using a pre-workout product; annual income of at least $55,000; male

What is the one primary message you want to send?
Fitness is a lifestyle. Taking care of your body after a workout is just as important as what you do before.

Why should the primary audience care?
Celsius’ post-workout drink is just as tasty as its other flavors and optimizes fitness gains.

What’s in it for them? How will they benefit from what you have to say?
Celsius’ unique formula maximizes workout gains by promoting muscle recovery and growth, improved brain function and more.

What primary action do you want the target audience to take?
Buy the new Celsius flavor at their neighborhood Dick’s Sporting Goods locations.

What’s preventing the target audience from taking this action today?
Pre-workout drinks/supplements are much more popular than post-workout drinks/supplements, so more need to be convinced that post-workout care is just as important as pre-workout boosts.

When is the ideal time period to drive behavioral change?Between Sept. 4, 2025, the 2025 NFL season opener, and March. 4, 2025, a month after the close of the NFL season.

Celsius Holding Inc. Ad Copywriting

Headline: Kickoff your post-workout recovery like a pro

Subhead: Sold exclusively at Dick’s Sporting Goods. Available September 4.

Activations:

  • Social media (TikTok, Instagram)
  • Out-of-home (in abovementioned target markets)
    • Billboards
    • Bus/subway stations
    • Airport posters
    • Major shopping mall bulletins
    • In-store posters (at Dick’s Sporting Goods)

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