CELSIUS: Fuel Your Comeback
Challenge
In a saturated energy drink market, how can Celsius connect with wellness-driven Gen Z consumers while launching a new product flavor?
My Role
Crafted a multi-channel campaign introducing Tart Cherry + Ashwagandha, targeting everyday young audiences who value recovery as much as performance.
Infographic: Telling the Brand Growth Story
Developed a full-page visual narrative showcasing Celsius’s dominance in market share, Gen Z affinity, retail growth, and performance science.
Ghostwrote a thought-leadership article from the CEO’s voice, challenging the "gender-neutral wellness myth" and aligning Celsius with progressive, personalized health narratives.
“Wellness Isn’t Gender-Neutral—And It’s Time We Stopped Pretending It Is.”
Strategy & Thought Leadership
Instagram Series
Created four posts targeting social engagement:
Day-in-the-life workout flow; Recovery moments; Flavor highlight; User community content
Each post optimized for Instagram carousel or single-slide usage.
Tagline & Brand Voice
Tagline: “Train. Recover. Repeat. Celsius.”
Defines Celsius not just as an energy drink, but as a smart recovery tool—clean, crash-free, and emotionally resonant.
Newsletter Campaign
Crafted a post-NFL Sunday themed newsletter:
“For those who trained hard to come back stronger.”
→ Drives purchase through exclusive drops at Dick’s Sporting Goods.
Outdoor Ads: Billboard + Bus Shelter
Minimalist but bold designs tailored for high-traffic athletic spaces. Messaging reinforces ritualistic recovery and the power of tart cherry.
SWOT Analysis
Built a full SWOT from the perspective of a communication strategist.
Delivered market insights, brand opportunities, and threat mitigation strategies.
Why This Project Matter
This wasn't just about making content—it was about solving a brand problem with real-world tools. The Celsius campaign showcases my ability to:
Build integrated marketing systems
Speak in multiple brand voices
Create for both screen and street
Use data and culture together to connect