Celsius brings a fresh energy throughout race weekend
PREMIUM energy drink brand Celsius is set to rev up its partnership with the Aston Martin Aramco Formula One Team with its new marketing activity.
Set to run from 30 June through race weekend (3-5 July), the brand has said it will roll out its largest ever activation in the UK through the marketing with immersive fan experiences, fitness activations, influencer engagement, shopper marketing, mass sampling opportunities and paid media across the UK, whether this is at Silverstone, in-store or across social channels.
The partnership reflects Celsius’ ongoing multi-year partnership with the Aston Martin Aramco Formula One Team as its Official Global Energy Drink Partner and will connect with the energy drinks brand’s larger ‘LIVE.FIT.GO’ messaging platform.
The brand will start its engines with a dedicated Celsius Run Club experience in London on 30 June and will run its marketing throughout the rest of the week and into the weekend.
The campaign will be amplified through influencer and creator content, paid social activity alongside retail marketing across the UK. Additionally, a whopping 20,000 samples are set to be handed out across the weekend offering consumers the chance to win some exclusive Silverstone-themed merchandise and money-can’t-buy experiences.
Carlotta Cattelani, head of marketing – UK&I at Celsius, said: “Silverstone weekend is an exciting time for CELSIUS as our global partnership with the UK-based Aston Martin Aramco Formula One Team brings the energy home.
“We’re celebrating with our biggest UK activation to date, offering opportunities to experience the brand, whether at Silverstone or London city centre.
This partnership goes beyond the circuit; from run clubs to fan experiences and immersive brand moments, we are creating opportunities for consumers to engage with CELSIUS at the intersection of fitness and culture.
“By tapping into the excitement and energy surrounding race weekend, we’re strengthening our cultural relevance, bringing our ‘LIVE.FIT.GO’ brand platform to life and continuing to build momentum for the brand across the UK.”
