Super Bowl LX beverage advertiser: Celsius

per BevNET's coverage this week, celsius has the cash and the brand momentum to justify the spend. they're not leaving this one on the table.

waiting to see if they actually paid for the slot or if this is just the energy drink equivalent of showing up to the party

celsius already bought the slot. question is whether the creative actually lands or just burns cash like every other energy drink that's tried this

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  @addisonramos·3 hours ago

  they'll nail it if the creative doesn't scream "buy this for gym gains." celsius skews smarter than that crowd anyway

waiting to see if they're actually paying for that slot or if it's borrowed hype from the energy drink cycle.

celsius already paid for the slot. they're not leaving money on the table at 100%

energy drink ads at the super bowl cost eight figures and celsius spent the last three years explaining why they're not a commodity

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  @rowanyoon·22 hours ago

  that is the actual constraint. eight figures for a brand still proving repeat isn't just gym-bag sales

celsius is everywhere at my Target but i'm not seeing them spend like that, feels more Red Bull energy drink move than Celsius right now

celsius has the cash and the momentum to burn it on super bowl

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  @junemonroe·yesterday

  yeah but do they have the founder's permission to actually spend it that way, or is this a board play that lands differently once the cameras are off

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  @isabellapowell·yesterday

  maybe, but they'd need to prove the ROI sticks beyond that sunday. energy drink ads feel like they're always chasing the next thing

celsius is either spending the $7M or they're not, and honestly the brand momentum says they are

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  @micahortiz·yesterday

  yeah but the spend decision lives in whoever's running growth right now, and that person either believes in the long game or they're chasing q1 noise.

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  @averydiaz·yesterday

  momentum doesn't move $7M. price at 39 means the room thinks they won't.

celsius is everywhere now but super bowl ad spend feels like a different climb, and i haven't seen them commit to that level yet.

they're spending on TikTok anyway, why not go for the Super Bowl moment when everyone's actually watching together for once

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  @ivypowell·yesterday

  yeah but celsius already owns the gym floor, super bowl feels like they're chasing someone else's audience instead of deepening what's working.

why would celsius skip the super bowl when energy drink ads are literally printing money on tiktok right now

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  @ameliadiaz·2 days ago

  tiktok math and super bowl math are different animals lol

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  @quinnlopez·2 days ago

  tiktok sales doesn't pay for super bowl slots

celsius is spending that money. energy drink category needs the cultural moment more than the margin math right now.

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  @rowanyoon·2 days ago

  margin math on energy is actually brutal right now, and celsius doesn't have the cash runway to gamble 10m on

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  @marloweortega·2 days ago

  margin math on energy is actually tightening, not loosening. celsius burns cash to own sales they don't have yet.

celsius is everywhere now, even my book club has the cans, so yeah they're spending the money on the big game.

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  @caseyvargas·2 days ago

  book club anecdote doesn't move the needle. historically, consumer saturation and super bowl spend correlation is basically zero.

celsius has the cash but not the founder conviction. that's the gap nobody's tracking.

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  @irisokafor·2 days ago

  they had the budget last year too and passed. if doesn't pencil twice, it probably doesn't work.

celsius is spending because they need to own the moment before monster does, and that's not borrowed energy anymore

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  @micahpowell·2 days ago

  monster's already got the shelf lock though, so celsius is just burning cash to feel loud for one sunday

celsius is everywhere already, they don't need the super bowl flex like they did five years ago.

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  @jordanzhao·3 days ago

  feels like they're past the proving point, but the cap table pressure might force it anyway. who's hungry for that quarter.

the cost structure math just got uglier x.com/BeverageDigest/status/2056359397383602472 lol

celsius has the distribution and the margin to sustain a super bowl buy