“If you’re Celsius, and you’ve got a brand like Prime—a sports drink that’s now moving into the energy drink space, and especially a brand that has come onto the scene very quickly and posted some good sales for just being around for a year; has a significant social media following; [and] is an influencer brand—it makes sense to play some defense when it comes to a brand like [Prime],” Stanford said.
A representative for Jake Paul declined to comment on the fact that his brother backs a rival drink. Reached by email, Celsius CEO John Fieldly said the deal had “nothing to do with Prime energy,” adding “we chose Jake because of his drive and passion to be a top athlete and with his mission on helping others be their best. His mission to be a top performing athlete is our mission to provide that essential energy to help athletes achieve their goals.”
“The most successful partnerships are authentic in their formation and I am excited to partner with a company that has been a part of my day-to-day routine for a long time,” Paul said in the press release.
Celsius has quickly risen through the ranks of the $16 billion U.S. energy drink industry over the past few years, positioning itself alongside more-established brands such as Monster and Red Bull. The brand grew its dollar sales by 188% in 2021 and by another 182.5% across the first nine months of 2022, according to data from Beverage Digest. And in August, PepsiCo paid $550 million for an 8% stake in the energy drink brand.
Over the past several months, Celsius has sought to appeal to Gen Z and Millennial consumers with its marketing, aiming to strengthen its presence on college campuses, specifically, by partnering with college student ambassadors through a marketing program called Celsius University.
from Digital Marketing Education https://ift.tt/hAiUzlp
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