CELSIUS, the zero-sugar energy drink built for those who never slow down, has just unveiled its first official brand platform, LIVE.FIT.GO., created in partnership with its new creative agency of record, Anomaly.
The campaign marks a pivotal shift for the fast-growing energy drink brand, moving beyond the weight room to embed itself in the broader lifestyle of today’s ambitious, always-on consumer. At the core of this new identity: energy not just as fuel, but as momentum.
“LIVE FIT has always been at the core of our brand,” said Kyle Watson, Chief Marketing Officer at CELSIUS. “With LIVE.FIT.GO., we’re expanding that mantra to resonate with more people in more moments — whether it’s hustling through a packed day, balancing family life, or chasing personal goals.”
Anchored by a 30-second hero film, the campaign brings high-intensity visuals and quick-cut edits that reflect the real-life hustle of CELSIUS drinkers. It leans into an aesthetic that feels grounded yet aspirational — no gimmicks, just grit. Watch below:
“With CELSIUS, we’re redefining what it means to live fit,” said Mike Byrne, Founding Partner and Global CCO at Anomaly. “Fitness isn’t a task — it’s a mindset built on intent, resilience, and consistency. Whether you’re heading to the gym or to back-to-back meetings, you’re performing. And we want you to perform at your best.”
While CELSIUS has long been associated with athletic energy, LIVE.FIT.GO. reframes that identity to reflect the everyday achiever: someone juggling deadlines, family, creativity, side hustles, and their own version of a personal marathon. In other words, not just those with gym memberships — but anyone who refuses to coast.
The campaign launches across digital, social, OLV, and experiential placements, aiming to reach consumers where they live, work, and move — from locker rooms to coworking spaces and commute routes.
LIVE.FIT.GO. is the first creative output from Anomaly since being named AOR, signaling a new chapter for CELSIUS as it sharpens its brand voice and accelerates growth in the ultra-competitive energy space.
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