Celsius, a leading fat burning beverage brand, is the world's first and only negative calorie beverage. Available in five flavors, Celsius is backed by seven clinical studies, proven to help burn up to 100 calories per serving, boost metabolism, reduce body fat, increase endurance and provide lasting energy. Celsius is a healthier alternative to various sports beverages because it contains no sugar, high fructose corn syrup or artificial preservatives.

To further increase popularity of the already well known product among consumers, retailers and investors, Celsius has tasked 5W with three key beverage PR objectives:

  • Educate and spread awareness among health conscious consumers on the great taste, clean energy and clinically proven health benefits of Celsius;
  • Further increase popularity among consumers, promoting Celsius as the "Leading Fat Burning Beverage" and packaging it as the healthiest, natural and most efficient energy drink; and
  • Position the growing brand within the business arena, raising awareness for it as a potential retail and investment opportunity.

Media Placements

Media and publication placement for Celsius

STRATEGY

In order to support Celsius as the "Leading Fat Burning Beverage" among consumers, 5W has leveraged all aspects of the brand and its effectiveness through an aggressive consumer-facing media relations campaign. The team utilizes Celsius' experts as top sources for all topics related to exercise and health to garner product placement and brand awareness among top media outlets.

5W also integrates Celsius' marketing strategy throughout our PR activations, leveraging the campaign tagline "Turn Up with Celsius," across all celebrity, entertainment and urban and hip-hop media platforms including broadcast, print and online as well as social media.

Understanding that celebrity endorsements are a key driver for traction among Celsius' target audiences, 5W positions the brand as a celebrity fitness beverage of choice - strategically gifting the brand to various celebrities including Sofia Vergara, Katie Holmes and Mario Lopez. Additionally, 5W leverages celebrity images from Celsius-sponsored events, such as the Def Jam Comedy Club, to further build buzz for the beverage as the go-to Fat Burning Drink for both health-conscious celebrities and the Hip-Hop Industry.

To build Celsius' profile among the business arena, 5W has focused media outreach efforts around the brand's $16 million investment partnership with Russell and Kimora Lee Simmons. 5W leverages both Russell and Kimora Lee Simmons as celebrity entrepreneurs who are now the faces of a leading beverage brand by offering combined and separate interviews to further promote and highlight all key message points to their respective audiences of consumers, retailers and investors nationally.

RESULTS

By leveraging all brand assets, along with celebrity partnerships and star-studded events, 5W has projected Celsius even further into the public eye, not only driving overall sales of the company, but making Celsius a household name in pop culture, among everyday consumers and within the health-conscious community.

  • 5W has garnered over 1 billion media impressions from 150+ media placements
  • 5W has successfully supported Celsius from the beginning, becoming their Agency of Record in 2012, bringing the company to its inaugural profitable quarter in Q4 2014 and continuing success in 2015
  • 5W has delivered successful 360 degree aggressive integrative media campaigns for Celsius garnering vast consumer awareness and increasing overall sales for the leading beverage brand
  • 5W has delivered Celsius its most successful six months of media since partnering
  • 5W has leveraged all brand assets, with special focus on the partnership and investment with Horizon Ventures and Russell and Kimora Lee Simmons, since January of 2015

Media coverage in top business publications including:

  • Bloomberg Business
  • Investor's Business Daily
  • Success Magazine
  • TMZ Hollywood Sports
  • MSN Money
  • The Street, Star Magazine

Media coverage in national online and print publications including:

  • New You Magazine
  • The Huffington Post
  • Muscle & Fitness HERS
  • Vitamin Retailer Magazine

CASE STUDIES

  • Sparkling ICE
    Sparkling ICE, one of the fastest growing non-alcoholic beverage brands ...
  • Santa Margherita
    Founded in 1935, Santa Margherita is a world-renowned Italian winery ...
  • Viki's Granola
    Viki's Foods was serendipitously born in 2009, when, former stay-at-home ...
  • Colman's Mustard
    Colman's Mustard, a brand in the Unilever portfolio, engaged 5W ...
  • Sparkling Ice Grape Raspberry
    Sparkling Ice, the number one sparkling water beverage brand in the country ...
  • GAEA
    GAEA, leading Greek culinary brand, underwent a rebranding in 2015 ...