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The Objective: Reposition a drink as a daily habit
Celsius wanted to move from niche performance drink to essential all-day energy partner for Manhattan’s most ambitious professionals. We built a hyper-contextual Digital Out Of Home campaign for high-traffic environments, subways, kiosks, gyms, corporate lobbies, engineered for glanceable impact and sustained presence across Manhattan’s most influential zip codes.
The Strategy: Sponsor the Manhattan workday
CDG translated the “Sponsor the Day” platform into a hyperlocal campaign built around New York’s rhythm. Two core personas, the Apex Achiever and the Agile Innovator, anchored messaging to a daily journey from commute to corporate performance to evening fitness, with cultural cues like “First Swipe” and “Silicon Alley” positioning Celsius as the official energy of Manhattan ambition.
Creative built to land in a glance
Performance-driven headlines – “From First Swipe to Final Rep,” “Your 9 AM Meeting’s Secret Weapon” – were engineered for instant clarity in subway corridors, gym screens and street-level kiosks, reinforcing the brand’s core pillars of sustained brilliance and clean energy.
Present at every pivotal moment
The campaign deployed across strategic placements in Chelsea, Flatiron and the Financial District, putting Celsius at the commute, the meeting and the workout, the daily moments that define its all-day role.
One message, every touchpoint
The DOOH system extended into hero film, paid social, influencer partnerships and experiential activations, from “Celsius Recharge Stations” to premium gym integrations, following Manhattan’s high performers across touchpoints and strengthening recall.
The Outcome: A city-native brand
The campaign elevated Celsius from functional beverage to culturally embedded performance brand, delivering 4.2M+ estimated impressions across subway, street-level and gym placements during launch, and an 18% increase in brand recall among target Manhattan professionals in a post-campaign brand-lift study.
