Well known for its motorsport partnerships- currently sponsoring Formula One’s Aston Martin and the former sponsor of Scuderia Ferrari, Celsius has taken the UK by storm.

It has become a major competitor to popular energy drinks brands Red Bull and Monster, expanding its flavour range to include Raspberry Peach, Kiwi Guava, Strawberry Watermelon and Mango Lemonade.

Retail Gazette speaks to Carlotta Cattelani, head of marketing UK and Ireland at Celsius on how the brand’s marketing contribvuted to its success.

According to Cattelani, the energy drinks category has been traditionally associated with “short term stimulation and hypermasculine extremes”, but Celsius has taken a different approach. It instead markets itself as the energy drink brand for active lifestyles.

She says: “Our marketing approach is central to this because it helps us shift the conversation away from traditional energy drinks seen within the market and enables us to position the brand around clean energy for everyday achievement and maximising moments.”

“Whether at work, in the gym, or out on the town, Celsius looks to inspire people moving with purpose.”

She highlights that the brand focuses on where it shows up. She says it aims to prioritise “authentic and community led” engagement over traditional advertising. This helps the firm to build “trust and credibility” with consumers.

She highlights that UK consumers perceptions of the energy drink category are expanding and they are searching for products that fit better with their lifestyles.

Cattelani explains that the brand has tapped into the shift “by broadening its appeal” beyond fitness audiences to “everyday achievers”.

Its LIVE.FIT.GO. brand platform, which was introduced last year in the US and March 2026 in the UK, reflects its beliefs. The platform is supported by Team Celsius which is compromised of well known personalities and creators including Arsenal player Declan Rice and influencer Saffron Barker.

She explains that the bring the platform to life through “culturally relevant moments” such as  run clubs, social fitness activities and festivals.

Celsius also runs experiential events in major cities.

She says: “The key for us is making sure our campaigns feel relatable rather than aspiration.

However, its platform also introduces the brand’s first national TV advertising spot in Celsius’ history.

According to Cattelani, the brand leans heavily on digital first and community led strategies as its audience is “driven by peer connection, creators, and shared experiences”.

She adds: “In the UK, it is especially relevant because of how much this audience is socially and digitally connected. It’s why our influencer partnerships, community activations, and experiential moments are so important – they allow people to experience Celsius in a way that feels natural rather than imposed.”

Data and insights are fundamental to Celsius as they aid the brand in understanding its audience and how they live.

She explains: “We see a strong appeal across a diverse audience and are broadening the category to bring in consumers who may not have previously seen energy drinks as relevant to them.

On a global level, it helps us identify key growth audiences and behaviours, and here in the UK, it allows us to refine how we show up across our channel selection, messaging, and partnerships.”

Cattelani highlights that consumer behaviours are different in the UK compared to the US, so its important to adapt its creative to reflect cultural norms whilst staying true to the brands identity.

She says: “The most effective campaigns we have had bring together insight and creativity to deliver something that feels both relevant and distinctive.”

A recent standout campaign for Celsius was its immersive event at King’s Cross station which launched its core product line in the UK.

She says: “We moved beyond a traditional sampling activation and created a fully immersive brand experience in one of London’s busiest commuter hubs.

“Rather than relying on static displays, we transformed the space into a high energy arena inviting consumers to engage with physical challenges from reaction tests to endurance competitions. It wasn’t just about handing out the four new flavours; it was about integrating sampling into a tangible interaction with the brand.”

Over twenty creators visited the King’s Cross event and took part in challenges alongside the members of the public. She explains that by targeting high footfall areas, it “combined cultural relevance with volume” .

She says: “For me, it was a great example of how experiential, influencer-led and social-first strategies can come together to drive immediate trial, sales uplift, and longer-term affinity.”

The brand also uses digital storytelling to aid consumers with discovering and engaging with Celsius.

She says: “For us it is about creating content that resonates, feels authentic and is shareable, rather than overly polished or traditional. For that reason, you will see us work with creators and communities who have already developed relationships with our audience.

“Digital storytelling allows us to build relevance and credibility with our UK audiences quickly and at scale while maintaining that authenticity.”

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