Celsius Amplifies Brand Growth with College Football Campaign
Celsius has made significant strides in its branding efforts by integrating the energy of college football into its ongoing “Live. Fit. Go” campaign. As highlighted by CMO Kyle Watson, this initiative aligns with the energy drink’s enhanced engagement in name, image, and likeness (NIL) programs featuring notable college athletes.
Key Highlights of the Campaign
On August 27, 2025, Celsius introduced its 2025 NIL roster, featuring football stars from leading programs. The campaign’s centerpiece is a 30-second anthem commercial celebrating the excitement of game days, showcasing tailgating, marching bands, and memorable mascots. Featured athletes include Notre Dame’s Jeremiyah Love, Ohio State’s Caleb Downs, Michigan’s Bryce Underwood, and Clemson’s Cade Klubnik, each appearing in individual 15-second segments that offer a glimpse into their lives off the field.
-
Integration with NIL Programs: The campaign emphasizes connecting with Gen Z consumers on college campuses through initiatives like Celsius University and brand ambassador programs.
-
Positive Reception: Following its launch in June, early feedback indicated a rise in brand awareness, prompting Celsius to increase its investment for the latter half of 2025. The company reported a 9% revenue growth during Q2, further motivating this expansion.
Cultural Engagement and Broader Strategies
Celsius is focused on being part of the cultural fabric associated with sports and lifestyle, as stated by Watson, “We call ourselves Generation C, which is culture curators.” The upcoming campaign will also aim to establish a presence during NFL broadcasts, reflecting its dedication to tapping into pivotal cultural moments.
-
Diverse Marketing Approaches: The brand has effectively combined traditional advertising with experiential marketing, as seen in partnerships with Formula One, allowing for greater engagement beyond mere logo placements.
-
Targeting Female Audiences: Celsius is actively pursuing gender parity in its consumer base, emphasizing relationships with influencers like Kelsea Ballerini, who embodies the brand’s ethos. This approach not only strengthens consumer connections but also broadens its appeal among female audiences.
As Celsius continues to innovate and expand its marketing tactics, the intersection of sports, lifestyle, and authentic connections remains a focal point for its growth strategy in the energy drink sector.
