Canadian Ad Insider

The event was a fantastic chance for the energy drink brand to connect with Canadian hockey fans at the official launch. It showcased a commitment to professional sports and emphasized the strong link between CELSIUS and the world of sports, underlining their dedication to promoting an active and healthy lifestyle.

Dave - In your own words, describe CELSIUS.

Kyle - CELSIUS is a better-for-you energy drink option that is perfect for active lifestyles.
Made with zero sugar and available in a variety of refreshing, fruit-forward flavours,
CELSIUS aims to connect with those who are committed to achieving physical and
mental fitness and becoming the best versions of themselves.

Dave - What is your favourite flavour?

Kyle - My favourite flavour: Tropical Vibe, has been a fan favourite in the US since its launch, and so I’m thrilled that we are able to get it into the hands of Canadian consumers!
The refreshing combination of starfruit and pineapple truly takes me somewhere
tropical no matter where I’m enjoying it…it’s a vacation in can.

Dave - What makes CELSIUS different?

Kyle - CELSIUS Energy drinks are made with zero sugar and a blend of high-quality
ingredients, equipping us to differentiate our product against traditional energy and
continue to position our brand in alignment with our DNA in fitness. Our fruit-forward
and refreshing drinks hit the sweet spot for consumers committed to achieving both
physical and mental fitness, and they have become go-to drink choice for those
looking to fuel their active lifestyle.

Ultimately, it’s the emotional connection we have been able to build with our
consumers which has resulted in CELSIUS becoming the fastest growing energy drink
brand in the United States.

Dave - Tell us more about the launch of CELSIUS in Canada, including the use of influencers to generate attention.

Kyle - With CELSIUS’ brand DNA in fitness and active lifestyles, the new year’s timing of our Canadian launch is a seamless fit.

We wanted to kick off our Canadian launch with some of our best performing SKUs in
the US with the goal to grow the portfolio from there. Canada’s five new SKUs include
our take on a classic orange flavour: Sparkling Orange, providing an approachable,
everyday flavour option for consumers who may be experiencing the brand for the
first time. Our Vibe line delivers exciting experiential flavours and we wanted to bring
these unique flavour profiles to the Canadian consumer. Sparkling Peach Vibe,
Tropical Vibe, and Sunset Vibe offer a unique, refreshing experience and bring some
much-appreciated tropical-inspired flavours to Canada during our cold winter launch
months.

For our Canadian launch, we currently have a 2 for $5.50 CAD promotion in-market at
a number of valued retailers, including 7 Eleven, Couche Tarde / Circle K and more. In
addition to offering 18-case variety packs and in-store sampling this month at Costco
retailers across the country.
Another exciting brand partnership we’re thrilled to announce is that CELSIUS will be
the official energy drink of the Scuderia Ferrari Formula 1 racing team for the ‘24 Grand
Prix season and beyond. We’re thrilled to expand upon last year’s US-only partnership,
and power Ferrari drivers, fans, and crew members through retail activations and
onsite experiences at F1 races around the world!
In addition to strategic brand partnerships, we’ve created an authentic and robust
roster of brand partners including Jake Paul, Tyler Cameron, Brooks Nader, David
Dobrik, Dustin Poirier, and Carol Chafauzer. In Canada, we tapped recognizable
Canadian personalities to get the word out, like TikTok personality Snarky Marky,
Bachelor Nation’s Kevin Wendt, and fitness fanatic: Aleeya Hutchins.

Dave - Tell us more about future Canadian launch influencer plans.

Kyle - Working with our CELSIUS brand partners - which includes a variety of influencers and athletes - is an integral part of our core brand strategy. We continue to grow authentic
relationships with Canadian influencers in British Columbia, Ontario, and Quebec,
across various verticals including lifestyle, sports, fitness and adventure.
Our passionate brand partners sharing the launch of CELSIUS into Canada on social
media has helped generate mass, cross-country brand awareness. The response
across social media has been immediate, with consumers and brand fans sharing
their existing love for the product and unparalleled excitement to see that it’s finally
available in Canada!

Dave - Why did you select Toronto’s All-Star Weekend as your first official debut
into Canada?

Kyle - As part of our launch into Canada, CELSIUS activated at Toronto’s All-Star
Weekend as the leading sponsor of the Sports Illustrated All-Star Experience.

This provided us with the opportunity to establish a strong brand presence,
engage with consumers and connect with Canadian hockey fans.

With fitness being central to our brand DNA, it’s important to us that we show
up to support the sports that matter most to our consumers, and in Canada,
we knew that sport was hockey. Making our official debut at Toronto’s All-Star
Weekend allowed us to meet our consumers where they were and introduce
ourselves in an environment that instantly let them know what our brand is all
about.

Dave - While it’s early, is there anything you learned from the activation that public
relations professionals/marketers can take away from the activation?

Kyle - Getting cans in hands is extremely important for CELSIUS because we are so
differentiated in the energy category through our flavour profiles. Providing the
opportunity for consumers to see and taste our refreshing, fruit-forward
flavours and allowing consumers to experience CELSIUS for themselves proved
incredibly effective in both gaining new consumers and letting existing
consumers know about our presence in the market.
Knowing not every fan would be able to attend the event, a branded photo
opp at our booth was the perfect tool to encourage onsite attendees to share
the CELSIUS love more broadly, incentivizing social media coverage which
could in turn help garner attention for our brand-new Canadian social pages.
This activation further confirmed that Canadians already know of - and love -
the CELSIUS brand. For example, Justin Bieber was spotted with a Sparkling
Peach Vibe and Tropical Vibe during Toronto’s All-Star Weekend. This authentic
and organic endorsement, visible to consumers on television and Instagram,
provided additional brand exposure, reaching a wider audience and
potentially attracting new consumers.

Dave - What’s next for CELSIUS in Canada?

Kyle - Our investment in professional sports showcases the strong synergy between our
brand and the world of sports and athletes, knowing we are committed to supporting
and promoting an active lifestyle. Through these partnerships, we aim to inspire
individuals to achieve their goals and provide them with products that align with their
values and aspirations. This will continue to evolve here in Canada as we grow our
presence.

Photo Gallery

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Agencies behind the CELSIUS All-Star Weekend activation?

• Agencies - Agnostic
• Brand - CELSIUS

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