Objective

In a highly cluttered energy drinks market, reposition the US/Scandinavian brand Celsius as the leader in “Healthy Energy”.

Idea

While the rest of the energy drinks market sold artificial ingredients to people working out in artificial gym environments; we positioned Celsius as the natural drink for people exercising in natural environments. By encouraging people to exercise outdoors and “Make The World Your Gym” we were able to dramatise the product difference, carve out a new usage occasion for the market and give the brand a higher purpose to stand for.