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Position Paper 2

 

CELSIUS Image Enhancement

Every single large name company recruits big name celebrities in order to promote their products. Everyone knows that Taylor Swift has a partnership with Coca-Cola, Kristen Bell is endorsed by Old Navy, and Robert Pattinson is a face of Dior. These large companies already have a name for themselves and do not need to use celebrities to promote their products, but it absolutely does not hurt. On the other hand, up and coming companies use celebrity partnerships to boost their name and promote their products. These partnerships are ones that definitely help promote the name of a newer or smaller company. Celsius is an example of a smaller company that has taken advantage of celebrity sponsorships to market their products.

Clesius’s largest name sponsorship is with Olympian Shaun White. Celsius featured White on their Instagram when they added him to “Team CELSIUS” as well as when they wished him luck in the Olympics. Celsius also features a section of their website which highlights their partnership with White. They use this section of their website to introduce White and his career as a snowboarder. It features a statement from White, saying, “Partnering with Celsius is awesome because they have a great product that helps give that extra boost in my daily training, I don’t have to worry about the extra sugars or additives you find in so many energy drinks. I’m pumped to be a part of the team as I head into my 5th Olympics.” Celsius states that his favorite flavors of their drink are Sparkling Watermelon and Sparkling orange and says that “White is a reflective embodiment of the Celsius brand, which itself remains on a driven and steadfast mission to provide Essential Energy to the world.” White was a smart person for Celsius to partner with. The company focuses on partnership with athletes, and with a large spotlight on White during the 2022 Olympics, as it was his last time competing in the Olympics, Celsius was allowed to pull attention to their company through the athlete himself. Not only is Celsius posting about this partnership; White posted about it on his Instagram and received almost 60,000 likes.

Shaun White is not the only athlete that Celsius has partnered up with to promote their name. They have also joined forces with MMA athletes Dustin Poirier and Amanda Nunes. Celsius, on their website, states “Fighting in the cage commands bravery, it requires hard work and belief. Above all else, it demands preparation. When Dustin Poirier and Amanda Nunes prepare for their fights, they reach for CELSIUS.” These names are lesser known, to me at least, but to the MMA demographic, Celsius knows how to get their name out there. Poirier has 3.9 million Instagram followers and can be seen posting drinking Celsius in the gym and in his everyday life.

Celsius also focuses on using your average everyday athlete to promote their products. “A CELSIUS Brand Ambassador embodies a lifestyle dedicated to Living Fit! Some are weekend warriors, certified personal trainers, or professional and non-professional athletes, while some just want to follow a healthy regime by living a positive, balanced, and fit life. But most importantly, CELSIUS Brand Ambassadors must have a passion for CELSIUS.” The brand chooses these ambassadors based on enthusiasm and community engagement, AKA how many followers they have on social media. These ambassadors are required to post twice on their Instagram story and once on their main Instagram feed each month. To compensate for these posts, ambassadors receive free drinks as well as Celsius merchandise. These Ambassadors are crucial to getting their product out to the everyday person. As a Celsius Ambassador myself, I have had multiple people tell me that my posts have been the reason that they tried Celsius or that they were inspired to apply to become an ambassador myself.

Celsius also has the opportunity for college students to promote their products through their school. These college ambassadors “spread awareness on all things CELSIUS across their campus, and on social media.” They enjoy “ambassador perks, attend events, and connect with ambassadors across the country – virtually and in person.” These ambassadors are just one aspect in the way that Celsius connects with colleges. Celsius sends products to sororities and other on campus organizations for them to hand out to students, increases their outreach to their younger target demographic.

Celsius knows what it is doing, reaching out and using other to promote their brand. Through the promotion of celebrities as well as your everyday person, a company has the opportunity to spread its name to new customers. Celsius takes full advantage of others outside of their company to spread their name.

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