Celsius CMO Andrew Brooks lays out new brand playbook: modern, inclusive, aligned

One year after entering the Australian market, energy drink brand Celsius is making its biggest marketing investment to date, positioning itself as a challenger brand reshaping how consumers think about energy drinks.

Its new Live. Fit. Go. campaign launched this week with a social partnership featuring the Lambros Army, the first brothers to run the length of the UK for cancer research, with further creative rolling out across digital, outdoor and social channels in the months ahead. The campaign is designed to showcase themes of endurance, resilience and lifestyle energy, building Celsius’ profile with new audiences.

Andrew Brooks, head of marketing ANZ at Celsius, told Marketing-Interactive the response to the brand’s first year had “exceeded expectations”.

“Celsius has brought something new to the category that was missing; a brand and product that meets the needs of today’s health- and lifestyle-driven consumer,” he said.

“We don’t see ourselves as going head-to-head with the big two,” said Brooks, pointing to the marketing power of Red Bull and Monster. “We’re expanding the category by attracting new consumers and new occasions. A big share of our base is Gen Z - many who once dismissed energy drinks altogether. Celsius resonates because it feels modern, inclusive and aligned with how they live.”

A challenger mindset

That positioning, he said, informs Celsius’ marketing playbook. “We are a challenger brand, but not just in size, in mindset. We’re challenging how consumers think about energy drinks. Rather than leaning into extreme sports or late-night gaming stereotypes, Celsius straddles fitness and lifestyle, giving consumers the essential energy they need throughout their busy, active day.

“That challenger mindset influences our marketing. We aim to be more accessible, more inclusive, and more relevant to the way Australians live, whether that’s through run clubs, fitness events, or cultural moments like music festivals.”

Globally, Celsius continues to surge. The brand reported US$47.5 million in international revenue for the first half of 2025, up 33% year-on-year, with Australia and New Zealand singled out as key expansion markets. Locally, distribution has been built through a partnership with Suntory Oceania, tapping into rising demand for sugar-free, functional beverages.

Brooks said Celsius sees a role well beyond fitness. “For some, it’s an early morning set at the gym. For others, it’s joining their local run club, or dancing with friends at a music festival. While we don’t mix our product with alcohol, we see a clear role for Celsius in nightlife and cultural environments as a premium non-alcoholic alternative. More consumers are seeking options that let them stay energised and engaged without drinking alcohol, and Celsius plays perfectly into that space.”