Advertising headline
who is our target audience?
Our target audience for the new Tart Cherry Ashwagandha energy drink includes Gen Z males and females, primarily 18-28 years old, who live active lifestyles and have a strong interest in sports, wellness, and fitness. This audience includes college students, fitness enthusiasts, and athletes both professional and recreational. Since this product launch is exclusively available at Dick’s Sporting Goods to celebrate the kickoff of the 2025 NFL season, the target skews slightly more male and sports-focused compared to Celsius’ other products.
Where will this ad appear?
This ad campaign will appear on OOH platforms, including billboards, bus shelters, and wall murals, as well as targeted digital ads on Instagram and TikTok. Both Celsius and Dick’s Sporting Goods will share ads on their respective social media platforms to maximize reach and engagement.
what is the goal?
The goal of this ad is to introduce and promote the new Tart Cherry Ashwagandha energy drink, drive product sales, and increase brand awareness for Celsius by partnering with the largest sporting goods retailer in the United States. This campaign is timely as 17.5 million people watched NFL games on television during the 2024 season, presenting a major opportunity to attract new consumers while maintaining brand relevance. Additionally, Celsius aims to educate its audience about the importance of recovery during training and how the drink’s key ingredients support muscle repair and stress reduction.
why do we need this ad?
This ad is necessary to generate excitement around Celsius’ new product launch while educating consumers about its benefits. By emphasizing the key ingredients, the campaign highlights how this energy drink is the first on the market focused on post-workout recovery, muscle repair, and stress reduction. The exclusive launch at Dick’s Sporting Goods during the 2025 NFL season enhances the product’s relevance and creates a sense of urgency for consumers to try this innovative offering.
campaign tagline
Recover, rest, recharge. Exclusively at Dick’s Sporting Goods.
*All content is for academic purposes only and in no way affiliated with Celsius.