Celsius is a new, calorie-burning beverage that is headquartered right in our own backyard of Delray Beach, Florida. This new company had not only a new product, but also a new category of beverage: calorie burning drink. Being a young company, funds were limited so we had to launch in our test markets, create immediate brand identity and get consumers (as well as potential retailers and distributors) to understand that it was not an energy drink, but a healthful, calorie burning drink.

Buying the national rights to “Disco Inferno” and reworking the lyrics to suit our client’s product was the winning ticket. “Burn baby burn...burn those calories down...Celsius!” was first heard throughout South Florida, Tampa and Orlando last fall, and then it caught on fast. Retailers have been selling more product and are even reporting customers asking for the drink by singing the song. The Celsius sales force was able to sign more retailers and distributors by showing them the new advertising and getting them excited about the product and marketing support.