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BFY Gen-Z Media Opps: Celsius's digital spend spikes

Sports nutrition beverage brand Celsius is largely focused on targeted, integrated marketing programs right now, as execs reported in its latest earnings call. Within the three months ending on June 30, the company's sales and marketing expense was up 96.2% at $15.5m YOY from that of $7.9m within the same 2020 timeframe. Thus, I expect Celsius's spend to continue rising, especially since the company is starting to resume its in-person marketing events.

ISpot doesn't show any national TV spend for Celsius (maybe Fahrenheit would have better luck) after it allocated around $362 toward this channel in 2020.

According to Pathmatics, this company has spent roughly $1.2m on digital ads YTD, already an exponential surge from the roughly $126.3k it spent in all of 2020. Celsius's estimated full-year 2020 spend ($126.3k) reached almost double that of $68.4k in 2019. So far this year, the company has earned ~170m digital impressions via Instagram (91%), desktop display (7%) and Facebook (2%) ads.

To support these efforts, Celsius appointed Katie Turoff as its social and influencer marketing director in August; this is another factor in my conclusion that its digital spend will continue rising during the coming months. Sellers able to offer high-ROI digital strategies among Gen-Z should get in touch soon to secure some of these rising ad dollars. The company especially targets better-for-you (BFY), athletic consumers.

Agency & martech readers - I see no major reasons why Celsius would seek new agency partners anytime soon, so focus your attention elsewhere. Right now, to the best of my knowledge, the company has an in-house media team and works with Omni Advertising (creative).