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Celsius Energy Drink: How its Marketing is Helping it Dethrone Industry Veterans

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Dozens of energy drinks have been seen hitting the shelves in the last 10-20 years. Brands like Redbull, Monster, and Rockstar have been named some of the top leading energy drinks on a global scale. However, despite the drinks’ popularity, there’s also been a significant shift in consumer desires and beliefs. 

More and more people have become increasingly health-conscious in the last five years. Consumers no longer want a quick-fix solution to their health concerns, and people have become far more skeptical about what’s actually in their drinks. These criticisms have led to one powerful question: how will brands keep up with consumer demand?

This is where Celsius Energy Drinks enter the scene. Their marketing is innovative, ingenious, and fresh. Not only this, they’ve created a brand that aligns with the increasing desire for whole, healthy, organic ingredients.

Celsius Energy Drink: How it’s Paving a New Direction

Unlike most energy drink brands, Celsius has created a lifestyle consistent with its branding and users. With a strong emphasis on fitness, health, and transformational work, Celsius has proven that it’s more than just a drink.

Celsius is Challenging Big-Name Brands

The energy drink market is a highly competitive one. Some may say it’s even cutthroat. Many start-ups attempt and fail to create something unique to put on the shelves. Big-name brands like Monster and Redbull dominate this industry, making it harder for little guys to stay afloat. However, that’s not the case for Celsius Energy Drink.

Celsius aims to target a more health-conscious, gender-neutral audience, and this places them on the map as a standout brand against other big names. Unlike Monster and Redbull, which have been famously marketed as men’s sports drinks, Celsius does things a little differently. Using real ingredients, Celsius demonstrates the effectiveness of its drink through authentic clinical trials. The energy drink is proven to accelerate metabolism, burn fat, and is used to fuel high-endurance workouts. There are no artificial ingredients or flavors, situating itself as one of the most advanced drinks on shelves.

Although Celsius Energy Drink is still trailing behind its big-name contenders in sales, it’s challenging the entire industry at large. Celsius is successfully forcing other companies to reevaluate their strategies to keep up with consumer demand. Most recently, it was revealed that Amazon is responsible for 15-20% of the company’s sales. This is a massive win for the brand, and it’s also a reason for competing industry leaders to be shaking in their boots. 

Is Celsius an Energy Drink?

Consumers want to know one thing: is Celsius an energy drink? Their marketing reaches far beyond anything we’ve seen before in competing brands. Not only can Celsius accurately market itself as an energy drink, but they also have the science to back it up.

Celsius brands itself as “your ultimate fitness partner” Most energy drinks can’t say the same. While other energy drinks focus on productivity or combatting exhaustion, Celsius is here to fuel your body. Its many clinical trials done at accredited research facilities demonstrate this, too.

Celsius’ tagline is “Live Fit.” It encourages consumers to drink Celsius before a workout for optimal results. Its clinical trials have proven that the drink contains thermogenic properties, meaning it creates natural heat in the body. This helps you burn more body fat, burn calories, and activate the nervous system. The drink even showcases PDFs of its clinical trials directly on its website. What other brand can say they’ve done this?

Celsius Energy Drinks That Reach Their Ideal Consumer

Its marketing has successfully reached target audiences. Celsius knows who they’re catering to through TV advertisements, radio, pop-ups at beaches, and running races. One of their experiential marketing campaigns, known as the “Live Fit Tour,” even featured famous fitness instructors. Pop-up fitness events appeared all over the country, giving their audience a chance to experience its benefits directly.

Additionally, Celsius has created a brand-ambassador program to target more like-minded consumers. Fitness influencers can now showcase the energy drink to their mass followers. Their focus is holistic, creating an entire Celsius lifestyle and community that people actually want to be a part of.

Without a doubt, Celsius energy drink is paving a new way for the industry. Industry veterans’ heads may be spinning as a result.

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Marketing Energy Drink Brands: Red Bull, Monster, Bang, 5 Hour Energy, Zoa

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Energy Drink Brands: Marketing Considerations

Marketing for energy drinks varies by packaging, location, and distribution channel (e.g., supermarkets). The packaging for energy drink brands is in bottles or cans. Companies produce these products using their packaging to appeal to a specific consumer base.

For example, Monster Energy’s primary customer base is teenagers, extreme athletes, and gamers. Their cans have darker packaging and what some would consider a dangerous image as their logo.

The market for energy drinks is primarily in North America, Europe, Asia, the Middle East, South America, and Africa. North America is the location with the highest sales of energy drinks. This continent is home to large brands, such as Monster and Bang. In North America, it is not uncommon to see multiple energy drink brands in the same store.

Energy drinks advertise speed and agility to the consumer. Their man ingredients are amino acids, caffeine, and taurine; all products people either purchase or produce naturally. Between long work commutes and sporting events, these drinks promise to bring as much caffeine as one cup of coffee.

No continent sells more energy drinks than North America. This location is known for its consumption of them during and after physical activity. North Americans consume energy drinks during social gatherings as much as they consume water. There is also rising popularity in mixing them with alcohol.

Energy Drink Brands Target Audience?

As mentioned above, the target audience for Monster energy drinks is teenagers and those in extreme sports, such as motocross. The brand’s packaging is the primary appeal to this customer base and has been since its formation in 2002. This company’s marketing campaign is designed around that customer base and word-of-mouth sales.

The target audience for Red Bull is independent professionals with an average to higher income. Red Bull markets their product by appealing to the consumer first, then sales. This brand has grown from being the only energy drink on the market to being in more than 170 countries around the world. This success is because of their marketing strategy.

Newer Energy Drink Brands:

Bang Energy targets the Gen-Z audience through influencer-based marketing strategies. This brand’s marketing team knows Gen-Z consumers prefer to see content from everyday people, not just celebrities. To the brand’s advantage, agents have contracts with social media influencers. In 2020 Bang Energy sales began competing with larger companies, such as Red Bull.

Like Bang Energy, ZOA is created with performance-based ingredients for a strength workout or a cardio session. However, owners of ZOA are leaders of the pack in the fitness world, like Dwayne Johnson. What sets this drink apart is that all its ingredients are also health conscious, appealing to the movement of taking care of our bodies better.

5-Hour Energy appeals to the consumer on-the-go with the hectic schedule. Every commercial for this product has a businessperson or a busy parent juggling a chaotic schedule. Someone will suggest a 5-Hour Energy shot and the consumer smiles with a sigh of relief. The brand has recently used influencer marketing which led to 22.9 million impressions from the campaign.

Are There Specific Strategies?

The marketing strategy for energy drinks is based on the consumers the brand wants to appeal to. The brand’s marketing team looks at the lifestyle of the intended audience, including their habits and goals. For example, ZOA energy was founded by leading performers in the health and fitness world. Their target audience is performers that want clean, health-based energy.

At Web Content Development we understand that navigating a marketing strategy can be a daunting task. We are passionate about helping you find the best strategy for your brand. Call us at 800-316-9664 and make an appointment today to learn how we can help you cater to your community!