Social Listening - Recent Celsius Energy Drink News

Celsius Energy Drinks

        

        For this weeks blog post I chose the growing energy drink brand known as Celsius. After looking around social medias like TikTok and Instagram, I found a lot of different reviews and opinions on the effects of drinking Celsius energy. Most of them being overall positive but there were, like always, people also having bad experiences while consuming this energy drink. The positive attention they have been receiving has been through their unique selling tactics and promoting that Celsius energy drinks are both  effective and healthier than some of the other alternatives on the market. While on the more negative side of the media some people have reported that there might be substances inside Celsius that they aren't telling us and that the effects are a lot more sever than what they are advertising. The reason why I was interested in this product instead of another is that part of their market strategy is to target people wanting pre workout for when they go to the gym. As someone that likes to workout, I have had Celsius before and I want to learn more about it.

        The value proposition of Celsius energy drinks is to position themselves as a provider of healthy energy drinks that boost metabolism and increase your fitness performance. They say they want to do these things without using preservatives, high fructose corn syrup, aspartame, or artificial flavors and colors that can be seen in other comparable energy drinks. 

What are three things people are saying on social media regarding Celsius Energy?

1.)  Coming from a doctor, he says 3 things about Celsius. The first is that is contains artificial sweeteners in the form of sucralose which can impact blood sugar. The second is the caffeine count is pretty high. Celsius contains 200 mg of caffeine. The third is that the vitamins advertised are in such low doses and are the cheapest forms of vitamins. 

2.)  Coming from another doctor, he makes a list of pros and cons so everything is laid out for his viewers to see. He goes through it talking about things like added suagrs, caffeine count, citric acid level, and more. At the end he says compared to other options "yes, celsius is a little bit more healthy but that doesnt mean its good for you."

3.)  A fitness influencer on instagram recorded a video in the energy drink aisle and talked about the different energy drinks. He mentions things like monster and red bull but overall he says that all energy drinks are not the best and if you really want something that is healthier you should go with cold brew coffee or another alternative. 

        The products and services that this company is trying to sell and promote on their social media is healthier alternatives compared to some of the other common energy drink brands. They also sponsor a variety of people like influencers and famous people to promote the products and try to appeal to the fitness community and those who are familiar with energy drinks.

        From what I have seen in my research, I didn't see a lot of direct and public responses to people. I think from the examples I have been looking at the Celsius brand aims to not respond to customers unless it is serious or super public. I agree this is probably the best decision to respond to customers because with as big of a brand as they have it is almost impossible to reply to them all and so you need to pick and choose carefully.

If I was the brand manager, I would have used social media influence in a similar way but I would change some things. The things I would change would be like using more ads on various pages and influencer places. The bottom line would just being trying to stay consistent with getting the name out their and get the Celsius name stuck in consumers heads. I would respond to customers with as much respect as I can while being as nice and friendly as possible.

        After doing this research on the Celsius energy drink brand, I learned a lot more about what all is exactly in their products and how they compare to other alternatives. It was interesting to dive deeper into it and see how others have reacted to the product.