Celsius’ Influencer Strategy Dominates Market

Celsius has been dominant in the energy drink market since 2020 and poses to be able to challenge the longtime leaders; Monster and Red Bull. In January of 2020, Celsius had a market cap of $0.32 billion, in May of 2023, Celsius has a market cap of $9.84 billion. Celsius has been able to generate billions of dollars due to how incredibly they use influencers to market their products to their target demographics. Celsius’ target audience is health-conscious consumers ages 25-44. With this target audience in mind, let’s look at Celsius’ influencer strategy.

Perfect Athlete’s for the Job

Andrei Deiu’ is a fitness influencer and entrepreneur with over 6 million followers on Instagram. Deiu’ promotes a healthy and active lifestyle through his posts and coaching programs, hence him being the perfect influencer to promote Celsius. Fitness influencers such as Deiu’ have the perfect audience to reach the health conscious individuals Celsius is marketing their product to.

Ahead of the 2022 Winter Olympics, Celsius landed a huge partnership with 3 time Olympic gold medalist and massive presence in professional snowboarding and skateboarding, Shaun White. Shaun White is a household name with views that align with Celsius’ goal. “Partnering with Celsius is awesome because they have a great product that helps give that extra boost in my daily training. I don’t have to worry about the extra sugars and additives you find in so many energy drinks”. A major athlete that promotes healthy living is the perfect partner for Celsius. He joins a star studded roster of athlete partnerships including: USC quarterback Caleb Williams, Knicks forward Julius Randle, and rookie quarterback Bryce Young.

Social Media Stars

Celsius needs more than just athletes to promote their products. A brand as big as Celsius doesn’t want to be forced into a perception that it’s only for athletes, that’s where the social media influencers come in.

20 year-old Brooke Monk is a social media sensation and the perfect way for Celsius to reach the younger target of their age demographic. Monk has garnered over 3.4 million followers on Instagram, 1.5 million on youtube, 1 million on snapchat, and over 30 million on TikTok, she has a strangle hold on the younger generations. Not only that, but her Celsius specific posts on Instagram average over 300k likes each, with the highest receiving over 740k likes. Celsius’ target of a younger audience is going great with the numbers that she brings them on her own, and she isn’t even the largest influencer they’ve partnered with.

Social media superstar and boxer Jake Paul announced his partnership with Celsius in February 2023. Celsius’ partnership with Paul allows them to feature him in promotional campaigns, in addition to getting their branding on his boxing attire. Paul, who has over 22 million followers on Instagram and over 20 million on Youtube, was preparing for the biggest match of his young career, scheduled to fight Tommy Fury on February 26, 2023, Celsius had positioned itself to be front and center. The Paul vs Fury match sold over 800k PPV buys and as a result of their partnership, had over 800k people viewing their brand. That, combined with Paul’s innate ability to reach the target demographic through his social media prowess, he makes the perfect partner for Celsius.

An Unstoppable Force

At the rate Celsius is growing they feel unstoppable, and with a company with the momentum Celsius has, the sky is the limit. In August of 2022, it was announced that PepsiCO payed $550 million to purchase an 8.5% stake in Celsius. The soft drink powerhouse’s investment into Celsius is as big of a vote of confidence that a company can get, and if Pepsi thinks Celsius is worth the investment, everyone else should as well.

Leave a Reply