Jacob Adrian Villlegas

Creative Brief

  1. What is the task?
    1. Create out of home advertisements for Celsius’ launch of a new energy drink exclusively at Dick’s Sporting Goods stores for the season opener of the 2025 NFL season.
  2. What is the goal?
    1. Increase interest and sales in Celsius’ new Tart Cherry with Ashwagandha amongst Gen Z athletes
  3. Why do we need this?
    1. To build hype around Celsius energy drink products in sports communities during the NFL 2025 season
    2. To encourage athletes to drink Celsius and have it be part of their post workout recovery routine. 
  4. Who are we speaking to?
    1. Gen Z athletes at high school, collegiate and professional levels
      1. Young athletes between the ages of 18-24, high achieving, ambitious, college educated, either familiar or unfamiliar with Celsius products
      2. Athletes that know and value the importance of recovery after intense physical activity
    2. Male Athletes
      1. Celsius is normally associated with the female demographic, but Celsius is a non-gender specific performance enhancing energy drink that male athletes need to try.
  5. What will make them listen to/read our material?
    1. Powerful headline and imagery that showcases peak athletic performance in professional sports
  6. Where will this story get told?
    1. Digital Billboards on Freeways/College football stadiums
      1. Buss boards and Billboards

Celsius/ Energy Drink/ Power/ Recovery/ Peak/ Performance/ Athlete/Sports/Enhance/Limitless/Potential/Unlock/ Unleash/Faster/Stronger/Sustainable/Professional/Elite/Master/Conquor/ Better/ Thirst/ Quench/ Competition/Upper hand/Innovative/ Formulaic/ Technology/ Latest/ Champion/ Winner/ First/ Ultimate/ Legend/ Legacy/Historic/ Trendy/ Massive/ Dominate/ Fearless/ Attack/ Defend/ Adapt/Unbreakable/ Tactical/ Strategic/Smart/ Advantage/ Unstoppable/ Force/NFL/Season/2025

Headline: Stay Ahead of the Game – Celsius Powers the 2025 NFL Season (Refined by ChatGPT)

Accompanying image: Athletes recovering in their respective fields, courts, and stadiums. They are stretching, icing, seeing the athletic trainer and at the end of it all they pick up a Celsius to finish their routine and to kick off their next workout. There will be track runners, football players, basketball, tennis, etc. 

  1. What is the task?
    1. Create social media advertisements to encourage Gen Z athletes to go visit their local Dick Sporting Goods to try out the new Celsius flavor for the NFL 2025 season opener.
  2. What is the goal?
    1. Increase interest and the number of athletes who drink Celsius for sports performance.
  3. Why do we need this?
    1. Celsius has had trouble disassociating itself from an all-natural healthy drink for women based on its packaging. It does not look like a sports drink compared to its competitors like Monster and Red Bull that have attracted the male demographic and are associated with extreme sports.
    2. The NFL season opener is a perfect opportunity for Celsius to bridge the gap and not only appeal to all athletes but become the number 1 choice for recovery energy drinks for professional and aspiring athletes.
  4. Who are we speaking to?
    1. Gen Z Athletes
      1. Athletes ages 18-24 who want something more out of their workouts and want to unlock their full potential
      2. Male athletes who crave strength, endurance and power during the game.
    2. NFL Fans
      1. NFL fans who have a love for the game and want to emulate their favorite players. Do not necessarily have to be athletes if they enjoy energy drinks. Those who enjoy drinking Red Bulls and Monsters on drives to the games or during the game to make sure they don’t miss anything and feel like a part of the community.
  5. What will make them listen to/read our material?
    1. Imagery depicting athletes completing an intense workout paired up with an inspiring headline to get them amped up.
    2. An association with the NFL and Dicks Sporting Goods will give them credibility and legitimacy as a sports energy drink.
  6. Where will this story get told?
    1. Celsius, NFL and Dicks Sporting Goods official social media accounts
      1. Instagram
      2. TikTok
      3. X
    2. Instagram and TikTok ads

Exclusively/Limited/Sale/New/ Recommended/ Gamechanger/ Relentless/ Overpower/Overdrive/ Resilient/Proven/Support/ Control/Fortify/Maximum/Effortless/Delicious/ Boost/Immunity/Crosstrain/ Ice/Stretch/Calculated/ Transform/Evolve/Hardcore/Invincible/Superhuman/NFL/ Kickoff/ Touchdown/ Season/ Superbowl/ Tailgate/ Overcome/ Enjoy/Exhilarating/Social/ Adapt/ Scientifically/ Academically/ Unique/ Potential/ Godlike/ Demigod/ Immortal/ Designed/ Crafted/ Meticulously/ Affordable/ Right

The Main Headline: Fueling Every Athlete: Celsius Maximizes Your Performance (Refined by ChatGPT)

References

“Headline Improvement Suggestions” prompt “SWOT Analysis Refinement” prompt https://chatgpt.com/c/67d88ff6-af6c-800c-a251-44b15deb9645

reative Brief Comp ExamDownload Word Doc