How America got hooked on Celsius

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Promoted product

Celsiuscelsius.com

With a unique blend of key vitamins, Celsius energy drink is your partner to an active lifestyle. These energy drinks are clinically proven to function and also contain no sugar, aspartame, artificial flavors, colors or preservatives!

11 videos10 creators

Why it worked

The video effectively tells a compelling underdog story, highlighting Celsius's improbable rise from near bankruptcy to market dominance. It uses a clear narrative structure, contrasting past struggles with present success, and incorporates visual elements of the product throughout.

Summary

This video explains the improbable rise of Celsius, an energy drink brand that has managed to stand out in a competitive market. Despite facing financial difficulties and being delisted from Nasdaq in 2011, Celsius rebranded and secured a major distribution deal, eventually becoming the third-largest US energy drink brand by 2023.

Structure

1Introduction to Celsius and its market position
2Early struggles and rebranding

Original caption

In a corner of the beverage industry known as much for over-caffeinated hype as it is for outrageous naming conventions, new brands appear just as quickly as others disappear. Deena Shanker explains how Celsius has managed not only to outlast most of its competition, but to stand apart. #food #drink #business #brands #energydrinks

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Product placement

Celsius: ACTS - it is an energy drink that is consumed, and its branding and marketing are discussed. Removing it would change the video's topic. Appears: The cans are shown throughout the video. PepsiCo: APPEARS - it is mentioned as a distributor. Removing it would not change what happens in the video. Bang Energy: ACTS - it is mentioned as a competitor whose distribution deal soured. Removing it would change the video's narrative. Alani Nu: ACTS - it is mentioned as a brand owned by Celsius Holdings. Removing it would change the video's narrative. Rockstar: ACTS - it is mentioned as a brand owned by Celsius Holdings. Removing it would change the video's narrative.

On-screen text

How America got hooked on Celsius If you're one of the millions of Americans buying energy drinks, chances are you'll know which one I'm talking about from a simple description of its can: SLIM AND WHITE Deena Shanker Bloomberg News we're talking about Celsius. In a category of wild colors and flavors, and even wilder personalities, where brands come and go nearly as fast as the energy they give you, Celsius has managed not only to outlast most of its competition, but to stand apart. Celsius has been around for more than 20 years, and its rise is improbable in more ways than one. In 2011, the company ran out of cash and got delisted from the Nasdaq. Old versions of Celsius branding on display at Celsius headquarters in Boca Raton, Florida abandoned its original pitch as a calorie-burning drink for dieters, recasting itself as a SUGAR-FREE FITNESS- FOCUSED PRE-WORKOUT ENERGY DRINK The formula stayed the same, but the look and vibe changed. And by 2017, with the rebranded can we all now recognize, Celsius began to burst onto the energy scene. Then came distribution. After Bang Energy soured its relationship with PepsiCo. Celsius stepped in, landing a deal with one of the biggest beverage distributors in the country. By 2023, Celsius was the number three US energy drink brand. Today, Celsius Holdings owns three brands: Celsius, fast-growing Alani Nu and longtime category laggard Rockstar. But after a bruising quarter and a massive sales drop for the Celsius brand, the leadership team is getting a shakeup. After spending years climbing its way to the number three spot in the energy category, can this team hold on to it? We will have to wait and see.

Transcript

If you're one of the millions of Americans buying energy drinks, chances are you'll know which one I'm talking about from a simple description of its can: SLIM AND WHITE. That's right, we're talking about Celsius. In a category of wild colors and flavors, and even wilder personalities, where brands come and go nearly as fast as the energy they give you, Celsius has managed not only to outlast most of its competition, but to stand apart. Celsius has been around for more than 20 years, and its rise is improbable in more ways than one. In 2011, the company ran out of cash and got delisted from the Nasdaq. Old versions of Celsius branding on display at Celsius headquarters in Boca Raton, Florida abandoned its original pitch as a calorie-burning drink for dieters, recasting itself as a SUGAR-FREE FITNESS-FOCUSED PRE-WORKOUT ENERGY DRINK. The formula stayed the same, but the look and vibe changed. And by 2017, with the rebranded can we all now recognize, Celsius began to burst onto the energy scene. Then came distribution. After Bang Energy soured its relationship with PepsiCo, Celsius stepped in, landing a deal with one of the biggest beverage distributors in the country. By 2023, Celsius was the number three US energy drink brand. Today, Celsius Holdings owns three brands: Celsius, fast-growing Alani Nu and longtime category laggard Rockstar. But after a bruising quarter and a massive sales drop for the Celsius brand, the leadership team is getting a shakeup. After spending years climbing its way to the number three spot in the energy category, can this team hold on to it? We will have to wait and see.