At a Glance

  • Celsius launched a marketing campaign on Monday featuring a 30-second ad, "The Surge," to promote the limited-edition Electric Vibe flavor, according to information obtained by Marketing Dive.
  • The ad depicts the flavor launch transforming a foosball game into a professional soccer match, with Diplo serving as DJ. The ad, produced by Quiet Half, will be distributed across connected TV, audio, search, display, out-of-home, and paid social media.
  • The campaign reinterprets the brand's slogan "Live. Fit. Go." as "Live. Fit. Goal." as Celsius aims to integrate sports, music, and culture ahead of the World Cup this summer.

Deep Dive

Celsius is intensifying its focus on sports, especially soccer, as global fans prepare for the FIFA World Cup. Since 2023, the functional energy drink brand has built partnerships with Major League Soccer (MLS) and clubs including Inter Miami. The main ad, "The Surge," features professional soccer players Weston McKennie, Declan Rice, and Hirving Lozano, while also paying tribute to music and culture through appearances by Diplo and creator Marlon Garcia.

Last week, the brand hosted the Celsius Soccer Classic, a VIP tournament blending music, hospitality, interactive activities, and a charitable component. In addition to Diplo and Garcia, celebrities in attendance included actress Lisa Rinna, reality TV star Nic Vans, fitness entrepreneur Kendall Toole, and influencers David Dobrik, Rob Rausch, Dixie D'Amelio, Josh Richards, and Haley Kalil.

"The campaign captures the energy and intensity of the ad, extending it from the screen into real life, while setting the tone for our broader sports push this summer," said Kyle Watson, Chief Brand Officer at Celsius, in a statement.

Beyond the event and the ad, Celsius is expanding other partnerships and activations. The brand has been named the official energy drink of Baller League USA, a creator-driven indoor soccer league, where Celsius will be integrated into gameplay, experiences, social media, and live content. Additionally, it will leverage its MLS partnership for on-site activations.

Although Celsius does not have official World Cup sponsorship status, it will gain exposure and assets at nine U.S. matches, including in-stadium branding, fan activations, hospitality, and sampling, as well as a partnership with French player Eduardo Camavinga. Other brands, such as Modelo, are also capitalizing on World Cup opportunities without official partnerships.

Celsius Holdings, the parent company of Celsius, Alani Nu, and Rockstar Energy, reported full-year 2025 revenue of $2.5 billion, with approximately 20% dollar share in the U.S. energy drink category in the fourth quarter. Last month, the company announced the launch of a full-service in-house agency to help strengthen the effectiveness of marketing campaigns like Celsius's "Live. Fit. Go."