Ashwaganda + Tart Cherry

CELSIUS

REST IS FOR THE RICH.

All photos are AI Generated**

Celsius’s Tart Cherry and ashwaganda product launch embodies holistic performance and recovery—a blend of science-backed supplements for wellness-driven restoration for those who believe in cleanly optimizing their health, while stepping into their highest, hottest, and most abundant selves.

They’re not just working out but curating a life of luxury, longevity, and potential. Whether it’s infrared saunas, cold plunges, or morning sauna sweat sessions, our ashwaganda and tart cherry recovery Celsius is the perfect drink designed to support energy flow, muscle repair, and stress reduction. 

Who is our target audience?

Our audience consists of Gen Z athletes and health and wellness enthusiasts (ages 18-30) who prioritize recovery, holistic wellness, and peak performance. They are:

  • Mindful of their bodies – Incorporating routines and functional ingredients into their wellness practices.

  • Trend-driven – Engaging in health and wellness trends like red light therapy, cold plunges, lymphatic drainage, and adaptogens.

  • Socially connected – Discovering new products through TikTok, Instagram, and fitness influencers.

  • Routine-focused – Using Celsius as part of their post-movement ritual, whether it's after a high-intensity workout, hot yoga, or a recovery session.

Where Will This Ad Appear?

Out-of-Home (OOH): Digital billboards at high-traffic areas near Dick’s Sporting Goods, fitness centers, college campuses, and NFL stadiums.

  • Retail Activation: In-store point-of-sale displays at Dick’s Sporting Goods.

Digital & Social Media:

  • Instagram & TikTok ads – Featuring athletes and holistic/ health influencers showcasing Celsius in their post-workout wind-down routines.

  • YouTube pre-roll ads – Highlighting the science-backed benefits of tart cherry and ashwagandha for stress relief and muscle recovery.

  • Podcast sponsorships – Placed in wellness, fitness, and sports performance podcasts that emphasize optimal recovery.

What is the Goal?

  • Shift Brand Perception – Introduce Celsius as not just their typical pre-workout energy drink, but a science-backed recovery solution.

  • Drive Awareness & Sales – Position Tart Cherry + Ashwagandha as the go-to post-workout drink, exclusively available at Dick’s Sporting Goods.

  • Educate & Engage Gen Z Athletes – Highlight the benefits of ashwagandha (stress reduction) and tart cherry (muscle recovery), aligning with holistic wellness and “clean habits”.

Why Do We Need This Ad?

  • Celsius is entering the recovery space for the first time, requiring a strong brand education push to differentiate from Gatorade, Body Armor, and hydration brands.

  • Post-workout recovery is an untapped market for Celsius, and the NFL season opener is the perfect moment to position rest and restoration as the key to peak performance - especially when targeting athletes and like-minded individuals.

  • Gen Z athletes are redefining performance—not just through training harder but recovering smarter. This campaign speaks to their desire for balance, longevity, and holistic wellness.

"Rest Is For The Rich" positions recovery as a strategic advantage, not a weakness. It speaks to athletes and high performers who understand that rest, like wealth, is an investment—one that leads to longevity, peak performance, and sustained success. “Rest Is For The Rich” is meant to inspire a new generation to be “rich” in the soul — not just in strength.

REST IS FOR THE RICH

REST IS FOR THE RICH