For CELSIUS
Who is our target audience?
- Gen Z athletes (approximately ages 16–25)
- Fitness enthusiasts (approximately ages 16–25)
Generation Z athletes and fitness enthusiasts (approximately 16–25 years old) are actively looking for products that can help them recover quickly after training or competition. These young people often visit Dick’s Sporting Goods, train at high intensity, and have already integrated functional drinks into their daily lives by drinking them during or after workouts.
Where will this ad appear (i.e., OOH, online, print media, etc.)?
- OOH (Out-of-Home Advertising):
- Large billboards and digital screens
To attract audiences and generate enthusiasm, large billboards and digital screens are installed near the NFL season opener venues and local stadiums. This ensures that brands are always in the spotlight when athletes and fans come together to watch big games. - Posters and digital boards
Posters and digital boards are displayed on college campuses, in gyms and other places frequently visited by Gen Z athletes.
- Large billboards and digital screens
- Online & Social Media:
TikTok, Instagram, Instagram Reels, YouTube Shorts
Influencer collaborations and user-generated content can be leveraged through these social media platforms. - Print Media:
Sports and fitness magazines such as Sports Illustrated, ESPN The Magazine, Runner’s World, Men’s Health, and Women’s Health. - Exclusive In-Store Event:
Celsius exclusive promotion at Dick’s Sporting Goods stores to celebrate the opening of the 2025 NFL season.
What is the goal?
- Increase Product Awareness: Raise awareness of Celsius’ new Tart Cherry with Ashwagandha energy drink flavor and encourage Gen Z athletes to recognize this new flavor as a unique energy drink tailor-made for post-workout recovery.
- Increase sales at Celsius and foot traffic at Dick’s: Highlight the partnership with Dick’s by driving targeted audiences to Dick’s Sporting Goods to try the exclusive new flavor of the drink.
- Improving Brand Image: Differentiates Celsius from other traditional brands of energy drinks and reinforces Celsius’ reputation as a leader in fitness and recovery energy drinks.
Why do we need this ad?
During the start of the NFL season, young athletes need to prepare for their games, and the launch of an exclusive new flavor of sports drink during this period provides a highlight moment for the entire brand. Moreover, the new flavor is exclusive to Dick’s Sporting Goods. This advertisement takes advantage of the traffic of the NFL opening ceremony to convey that Dick’s Sporting Goods is the only channel where you can buy Celsius’ new flavored drink. The new flavor is made with tart cherry and ashwagandha, which are known to effectively reduce muscle soreness, improve post-workout recovery, and enhance athletic performance. The ad positions this message as the perfect post-workout recovery, successfully tapping into Gen Z’s demand for recovery drinks.
Advertising Tagline (OOH Headline)：
Meet Your Next Recovery Partner: Celsius® Tart Cherry + Ashwagandha at Dick’s