CELSIUS takes its fitness pitch to Britain’s Freshers’ Weeks

The energy drink brand is touring universities in London, Birmingham, Bath and Loughborough as it looks to put sport and competition at the centre of its appeal to students.

Freshers’ Week has long been a battleground for brands trying to introduce themselves to a new generation of consumers. CELSIUS is taking a particularly energetic approach.

The functional energy drink brand is spending six days on university campuses across England this month, combining free samples with football and fitness challenges as thousands of students begin the new academic year.

The tour began in London on September 19 before moving to the University of Birmingham for its Welcome Week on September 21 and 22. It will continue at the University of Bath on September 25 before finishing with two days at Loughborough University on September 26 and 27.

Rather than relying on the conventional Freshers’ Fair stand, CELSIUS has built its presence around competition.

Students are being invited to test their free kick accuracy in a football challenge, while a separate fast feet contest asks participants to hit as many sensors as possible against the clock. Results are displayed on a live leaderboard, with prizes available alongside samples from the company’s mobile CELSIUS truck.

It is an approach closely tied to the way CELSIUS has been attempting to establish itself in Britain.

The company describes itself as a functional energy drink born from fitness, and its university tour follows a summer in which the brand appeared at ATHX Games and through its partnership with the Aston Martin Aramco Formula One Team.

That emphasis on sport gives the Freshers’ campaign a purpose beyond simply putting cans into students’ hands. The university market offers CELSIUS an opportunity to reach consumers at a point when many are joining sports clubs, trying new activities and forming habits that may last well beyond their first few weeks on campus.

“University is a place when people meet new friends, try new activities, and find new communities they want to be a part of, so naturally Freshers’ Week events are a perfect fit for CELSIUS,” said Carlotta Cattelani, the company’s Head of Marketing for the UK and Ireland.

“We want students to come along, grab a CELSIUS, put their skills to the test, and challenge their friends. It’s about kicking off the new academic year with an energy that makes the most of the opportunities in front of you.”

The timing also places CELSIUS in front of a valuable audience for the wider energy drinks industry. University students represent a market where studying, sport, socialising and increasingly fitness conscious lifestyles overlap, making campuses an obvious place for brands seeking to distinguish themselves in a crowded category.

CELSIUS is currently promoting four flavours in Britain: Sparkling Raspberry Peach, Sparkling Mango Lemonade, Sparkling Strawberry Watermelon and Sparkling Kiwi Guava.

By the time the truck leaves Loughborough on Sunday, the company will have completed four Freshers’ and Welcome Week appearances across six days.

For CELSIUS, however, the more important test will come after Freshers’ Week is over: whether turning a free drink into an experience can turn new students into regular customers.