Celsius is rolling out three new flavours and employing a varying its strategies in an effort to connect with healthy lifestyle and better-for-you consumers.
The energy drink’s newest offerings – Watermelon Lemonade, Cosmic Vibe and Arctic Vibe – are available nationally in Canada at participating Celsius retailers including Costco, 7-Eleven and Circle K.
Agnostic supported and executed the launch as the Celsius agency of record in Canada.
“In listening to our consumers, we heard the demand for more flavours to come to Canada and it was always a part of our rollout plan,” says Kyle Watson, chief marketing officer at Celsius.
The brand entered the Canadian market in 2024 at C-Channel and Costco locations. Watson says the audience for the latest flavours are dedicated Canadian consumers who live and lead active lifestyles.
The new flavour SKUs are being marketed through retail displays, targeted digital-media campaigns, traditional PR and across social media through Celsius’s channels and its roster of brand ambassadors.
In March, the brand hosted Toronto media and influencer events at Barry’s Bootcamp gym and Othership wellness space, which featured longtime brand partner and Bachelorette star, Tyler Cameron. On site, guests sampled flavours in an immersive wellness activation.
The fitness experiences are at the heart of Celsius’s goal to get people out and moving, Watson says.
The Barry’s Bootcamp team-ups highlight the brand’s “clean energy” offerings, while retail assets prominently call out the brand’s “zero sugar” differentiator (below).
In April, Celsius Holdings completed its acquisition of Alani Nutrition to boost its functional beverage portfolio.
