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Celsius, the Florida-based energy-drink brand, seems to be in every corner store these days.<\/p>\n
The brand repositioned itself from a weight-loss drink to a \u201cfitness lifestyle drink\u201d in 2012, EVP of Marketing Kyle Watson told Marketing Brew, but it didn\u2019t really \u201csurge in popularity\u201d until around 2020, when the pandemic hit.<\/p>\n
She declined to comment on marketing spend, but said the brand remains \u201cadamant\u201d about connecting to consumers via micro to macro influencers.<\/p>\n
This year, Celsius inked an endorsement deal with social media personality turned pro boxer Jake Paul and hosted a pickleball tournament at David Dobrik\u2019s house as it seeks to continue building awareness of its brand.<\/p>\n
Celsius is no stranger to controversy. Perhaps it\u2019s unsurprising, then, that one of its biggest ambassadors is Paul, who\u2019s been regularly involved in controversy throughout his career.<\/p>\n
When Paul expressed interest in collaborating, it took some convincing on the Celsius team\u2019s behalf, Watson said, but when they learned he was serious about his interest in the brand as well as his career as an athlete\u2014he had just signed with the Professional Fighters League, which Celsius sponsors\u2014they changed their tune on partnering up.<\/p>\n
\u201cHe came to us, loved our brand, and that seemed like an amazing opportunity,\u201d Watson said, noting that his following presents a \u201chuge opportunity\u201d for Celsius: Paul has more than 42 million followers across Instagram and TikTok, plus more than 20 million YouTube subscribers.<\/p>\n
\u201cObviously, we\u2019re going to get those impressions, and we\u2019re going to get the people in his community and touch them, but I think the opportunity was there to do it in a way that made sense.\u201d<\/p>\n