Celsius energy drink is officially available in Canada, bringing five flavour SKUs north of the border as part of the brand’s bid to connect with active lifestyle enthusiasts.

Since the company’s launch stateside in 2004, Celsius has grown in popularity, claiming it is the fastest growing energy drink brand in that market. To replicate that success in Canada, the brand’s executive vice president of marketing Kyle Watson tells strategy that it’s running a two for $5.50 CAD promotion in-market at retailers like 7-Eleven and Couche-Tarde/Circle K, while also offering in-store sampling at Costco retailers.

To support the brand’s 7-Eleven launch in Canada, Celsius has tapped influencers to get the word out including TikTok personality Snarky Marky, Bachelorette contestant Kevin Wendt, and track and field star Aleeya Hutchins.

Celsius is coming to market with Sparkling Orange Flavour, Kiwi Guava Flavour,  Sparkling Peach Vibe, Tropical Vibe and Sparkling Sunset Vibe.

“While everyone has their favourite flavour, we wanted to kick off our Canadian launch with some of our best performing SKUs in the U.S. with the goal to grow the portfolio from there,” Watson says, adding that its differentiator zero sugar and blend of high-quality ingredients equips the brand to differentiate its product against traditional energy drinks.

PepsiCo is the exclusive sales and distribution partner for the energy drink brand in Canada. Watson says Celsius collaborates with PepsiCo to build its go-to retail marketing strategy and ongoing shopper programming.

Celsius is looking to connect with new consumers to the category, and with those who are committed to achieving physical and mental fitness. Watson says the company’s investment in professional sports showcases the strong synergy between its brand and the world of sports, along with the brand’s commitment to supporting and promoting an active lifestyle.

The brand activated at Toronto’s NHL All-Star Weekend as the leading sponsor of the Sports Illustrated All-Star Experience, to connect with Canadian hockey fans as part of its official launch. Celsius also announced it will be the official energy drink of the Scuda Ferrari Formula 1 racing team for the 2024 Grand Prix season and beyond, expanding upon last year’s U.S.-only partnership, and powering Ferrari drivers, fans and crew members through onsite experiences at F1 races around the world, including Montreal.

In addition to strategic brand partnerships, Celsius has created an “authentic and robust” roster of brand partners including YouTuber and boxer Jake Paul, UFC fighter Dustin Poirier and others.

Agnostic is providing PR support.