Moving
Brands
Forward

Industry Beverage

0 //
Chapter 00 Overview

CONTENT + WEB

Celsius Pt 1

CELSIUS is a fitness drink that’s proven to function making it your ultimate fitness partner that gives you healthy, sustainable energy throughout your workout and beyond. It was time to elevate the brand and release new products for the fearless and inspirational global community.

00 // Overview

Your Ultimate Fitness Partner

The Problem

CELSIUS, a well-known global energy drink came to Movetic for several reasons. One of which was to elevate their previously outdated online presence. Second, to create a unified storefront that matched the quality of products they sold in retailers nationwide. Last but not least, their vision was not being met. They aspired to become a premier energy drink in the eyes of fitness enthusiasts all over the world, however their imagery, visuals, and messaging needed to match their brand stance. It was time to transform CELSIUS into a digital-first brand – where interactions around brand and product began online.

The Approach

Throughout the year, we developed a multi-step approach to elevate their brand. Starting with their current website then moving into content production, we focused on the details to take the CELSIUS brand to the next level. We redesigned and developed their website. We also worked very closely with their team to launch several new products into the marketplace. Throughout the year, we have seen an increase in conversion rates, stock prices, and overall market position compared to their competitors.

chapter 01

chapter 01

CAMPAIGN + PHOTO + VIDEO

Content

Throughout the year, our team created three separate campaigns for the launch of their new CELSIUS products: Grapefruit Melon, Jackfruit Heat, and a line of BCAA products. During our nation-wide, “Live To…” campaign, we simultaneously strategized and launched their new product lines during our stops in Miami, Chicago, and Denver.

chapter 1.1

Grapefruit Melon Campaign

  • // Campaign Guidelines
  • // Photography
  • // Videography
  • // Social Media Assets & Strategy
  • // Messaging

In early October, CELSIUS set out to launch one of their newest flavors: Grapefruit Melon. During our trip to Miami where we planned to shoot photos and videos for the “Live To” campaign, we doubled-down and developed a plan for the new product launch as well. We crafted a unified campaign that included shooting a launch video, a series of lifestyle photos, and product photography in our studio. From working with select influencers to developing a social media plan, we successfully helped launch the flavor into the marketplace.

1 // 3

chapter 1.2

BCAA Campaign

  • // Campaign Guidelines
  • // Photography
  • // Videography
  • // Social Media Assets & Strategy
  • // Messaging

After seeing an increase in demand for both pre and post-workout products in the industry CELSIUS developed a new line of BCAA products, Tart Cherry Lime, Tropical Twist, and Blood Orange Lemonade. While we were in Chicago, we worked with several influencers at local gyms to produce content-based around campaign we developed titled, “#redefinerecovery”. We created a mix of content based on the three pillars: Recover, Replenish, and Rebuild (which is what the products are created to do) and our team captured video and social assets to communicate these ideas while launching these three new flavors.

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chapter 1.3

Heat & Jackfruit Campaign

  • // Campaign Guidelines
  • // Photography
  • // Videography
  • // Social Media Assets & Strategy
  • // Messaging

Before the turn of the 2020 year, we created a campaign to inspire movement and excitement for the new product, Jackfruit, and new packaging for the Heat product line. Working with the CELSIUS team, we developed a campaign titled #CELSIUSHEATWAVE, playing off the terrain, outdoors, and winter aesthetic of Denver, Colorado. The concept was based on the idea that once the HEATWAVE came we would strategically reveal the product whereas we shift to warmer tones, melting away the old and transforming into the new look and feel of the product line.

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chapter 02

chapter 02

DESIGN + DEVELOPMENT

WEB

Diving into their online presence, it was imperative for us to create a website that highlighted what CELSIUS represented in a compelling, powerful, and clear way. We are proud to release their new website which saw such results: an increase in conversions, a decrease in bounce rate, and an increase in sign-ups. All of which have improved their digital experience and met their brands’ goals.

chapter 2.1

CELSIUS WEBSITE

  • // WordPress CMS
  • // Zapier + Google Sheets Integration
  • // Mailchimp Automation
  • // Destini, Store Locator Integration

One of the main goals with the CELSIUS website was to improve and modernize the overall look and feel. We also merged all the CELSIUS products into one unified website improving use and consistency with all the product lines. It was important for the website to communicate the fitness-meets-science lifestyle in a powerful way. We were able to fix numerous mobile-specific errors and the end result was a solution tailored to their sales and marketing needs giving them access to edit, deploy and push changes as they see fit to meet the growing business demands.

Awards and Statistics

The Results

American Advertising Awards (ADDY's)
Silver - Regional - Photography
Award
CELSIUS
American Advertising Awards (ADDY's)
Gold - Color Photography
Award
CELSIUS
Year Type Organization Description Project
2020 Award American Advertising Awards (ADDY's) Silver - Regional - Photography CELSIUS
2020 Award American Advertising Awards (ADDY's) Gold - Color Photography CELSIUS

3

Product-line Launches (8 Total Products)

4.2%

Site-wide conversion rate increase

20%

Increase in newsletter sign-ups month over month

24%

Decrease in bounce rate

100%

Increase in brand ambassador sign-ups

24%

Increase in conversions from paid search campaigns (Google)

Go Ahead, Keep Going.
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