American energy drink brand Celsius has launched a new global campaign and flavour.
Promoted as the brand’s largest marketing campaign yet, ‘Live. Fit. Go.’ is said to amplify Celsius’ long-standing ‘Live Fit’ ethos by tapping into the ‘ready, set, go’ mindset, supporting people as they pursue their goals with “energy and intention”.
Through a strategic, multi-platform rollout, the campaign is expected to connect with “everyday achievers where they live, work, and play”.
The campaign arrives alongside the launch of Sparkling Mango Lemonade which brings a “bright, tropical twist and zesty refreshment” to the brand’s expanding flavour portfolio.
“Sparkling Mango Lemonade is summer in a can,” says Celsius ANZ Head of Marketing Andrew Brooks.
“Whether you’re chasing the sun or just need a tropical pick-me-up, this flavour brings the brightness and energy you need to keep moving in a ‘Live. Fit. Go.’ world. Celsius is made to fuel your lifestyle, delivering bold taste and energy without compromise.”
Celsius is said to have quickly gained traction in Australia through its partnership with Suntory Oceania.
“Since launching in Australia nearly one year ago, Celsius has experienced strong growth driven by rising demand for functional, sugar-free energy drinks that align with today’s active lifestyles,” says Suntory Beverage & Food Oceania Director of Partnerships Ben Andrews.
“Suntory is proud to play a key role in bringing Celsius’ global vision and product innovation to life in a way that resonates with local consumers.”
Celsius is ramping up its local activity for the second half of 2025, announcing its partnership with Lambros Army, the first brothers to ever run the length of the UK for cancer research, across its first wave of social content for the ‘Live. Fit. Go.’ campaign.
The brand is also launching their Run & Racquet powered by Celsius series from September, in partnership with Australia’s Racquet Club, where run clubs will take part in a “fun, high-energy” padel session.
Sparkling Mango Lemonade is rolling out nationally in convenience stores and service stations this month, with Woolworths to follow.
