How Did Celsius Become an ‘Overnight Success’?

Case in point: look at how CELSIUS Holdings, Inc.‘s revenue hockey sticked in the past few years.

So the billion dollar question is…

How did they do it?

👉 They leveraged partnerships, affiliates, and sponsorships to lean on the trust of these more established influencers had to tap into their audiences

👉 They positioned themselves as the healthier alternative to the industry-leaders in the energy drink category (Red Bull and Monster) as well as coffee and alcohol

– “Built on positioning Celsius as mealtime drink to replace morning coffee or as part of a lunchtime ritual… Celsius also is branching out beyond its energy drink roots to promote its versatility as an ingredient in mocktails and as an alcohol substitute for the sober-curious consumer.”

👉 Unique flavor combinations like Green Apple Cherry and Mango Passionfruit, helping Celsius stand out in a crowded market.

👉 Effective marketing and brand building – Celsius invested heavily in marketing, sponsoring events like music festivals, motorsports teams, and college athletes. It also used 2,000 brand ambassadors to promote the product through sampling and swag distribution. While other brands in their space were geared toward men, Celsius was a more gender-neutral brand cast a broader appeal among consumers beyond just gym-goers.

👉 Timing. I can’t help but see the correlation between their growth and the start of Covid. Perhaps as more people are thinking about their health, they look to healthier alternatives in their consumption habits. So the wind was in Celsius’ favour and they caught a lucky break.