BEVERAGE / CELSIUS HOLDINGS / CELSIUS
Work
Celsius
PERFORMANCE LIFESTYLE REBRAND & GROWTH
THE CHALLENGE CELSIUS was positioned as a niche, nutraceutical beverage that failed to connect with a defined, high-growth consumer segment, leading to brand stagnation and delisting from major retailers.
THE CREATIVE STRATEGY As Global Creative Director, I directed the brand's transformation from a functional product into a dominant lifestyle player, setting the strategic vision and leading its creative execution. I established a new, cohesive brand world, unifying the identity across a 360° consumer ecosystem, from packaging and retail to digital and influencer marketing. Leading both internal teams and external agency partners, my direction delivered a culturally resonant brand expression that ignited explosive growth.
THE RESULT The rebrand directly fueled a dramatic increase in brand equity and consumer acquisition. This delivered six consecutive record-breaking quarters of growth, secured expansion into every major national retailer, and solidified its market-leading position, ultimately culminating in a $550 million strategic investment from PepsiCo.
