The goal was to create a concept that appeals to the brand’s current target audience (fitness/trainers/athletes) while expanding the brand awareness beyond this group.

The concept developed is a simple line animation based on two elements of the brand—the logo and an the idea of energy as fuel. The line animation is gray and static (stationary) until the “fuel” reaches it. The fuel turns the line green, which deepens to the orange—hinting at the logo as well as the thermogenic properties of the drink. As the line becomes colored, the image begins to move. The bicyclist begins to pedal; the weightlifter stands up with his barbell; the yoga student lifts their heel (deepening the movement/burn); the swimmer breaks the water surface; and the runner speeds off screen while the fuel drops down into the next panel, curling into the shape of the logo mark next to a product shot. The words “Fuel Your Day” appears. The “fuel” and text are replace with the Celsius logo and tagline.

The simple graphics can evoke a more general impression of an active life, becoming more inclusive of an average, everyday individual that may not necessarily be über-fitness-minded—someone that enjoys activity more recreationally. This would encourage a wider audience and further brand awareness outside of the gym. Additional or alternate scenes could be added to promote the general benefits angle even further.