Canadian Launch

Overview

As the fastest-growing energy drink brand in the US, CELSIUS had its sights on expanding globally, with Canada being a critical market in its growth plans.

But with strict Health Canada regulations prohibiting the brand from promoting key product claims and messaging, CELSIUS needed to adapt its launch strategy to adhere to market-specific restrictions, while driving immediate awareness and excitement. 

This is where Agnostic came in. Understanding CELSIUS had an existing Canadian fan base - Gen Z with a passion for fitness – we knew tapping into this target audience to spread word on social was critical. We also knew that in the US, taste was a growth driver and differentiator for CELSIUS with its innovative flavours. 

Placing emphasis on the brand’s association with fitness, while highlighting its fruit-forward taste, we drove widespread sampling by getting ‘cans in hands’, reaching 100 fitness-related influencers and media for ‘taste test’ stories. In addition to leveraging sponsorships in timely sports events (i.e. NHL All-Star Weekend, Ferrari F1 Launch), and coordinating exec interviews to maximize media awareness, leading to 32M+ earned impressions and ultimately, a 5.5% market share post-launch.