Energy drink maker Celsius targets everyday achievers

Energy drink brand Celsius is seeking to reset how consumers perceive energy drinks with a new campaign aimed at encouraging convenience shoppers to “Live. Fit. Go.”

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Celsius Holdings Inc.

June 4, 2025

2 min read

With 66% of workers experiencing some form of burnout, it is no secret that people are seeking more ways to maintain their energy levels. Energy drink brand Celsius is leaning into that desire with a new campaign, “Live. Fit. Go.,” seeking to reset how consumers perceive energy drinks.

Once the domain of athletes and gym-goers, functional beverages like Celsius are increasingly being embraced by consumers leading busy, active lives, the brand notes, whether at the workplace, at home, or on the go. The initiative positions Celsius as a lifestyle energy solution, aligning with the modern consumer’s holistic definition of “fit,” which encompasses physical, emotional, and professional demands.

As part of the campaign, Celsius will share stories of high achievers who choose Celsius to power their daily lives, offering a perspective on the energy needed to meet life’s essential demands.

What they are saying

“With Live. Fit. Go., we’re peeling back the layers of what energy truly means,” said Kyle Watson, Celsius chief marketing officer. “It’s about more than stamina — it’s about focus, resilience and living with intention.” The brand’s fruit-forward flavors and functional formula serve gym enthusiasts and convenience channel shoppers seeking energy on the go.