Dive Brief:
- Celsius Holdings appointed new chief brand officer and chief creative officer roles in a strategic move to drive growth. Kyle Watson, previously the company’s chief marketing officer, will now lead brand equity, marketing, and consumer loyalty efforts. JoBeth Fink, from the recent acquisition of Alani Nu, will steer Celsius’ creative direction. Additionally, Rishi Daing steps in as the new chief marketing officer, bringing extensive marketing and leadership experience from PepsiCo and Mark Anthony Brands.
Dive Insight:
Just a year ago, Celsius’ primary product was its eponymous energy drink, which skyrocketed to $1.36 billion in revenue, a significant increase from $17 million in 2015. Recent acquisitions of Alani Nu and Rockstar have diversified Celsius’ offerings, requiring a focused marketing and branding strategy to maximize sales and visibility.
PepsiCo’s increased stake in Celsius to 11% and integration of Alani Nu into its distribution network demonstrate the potential for growth in the functional beverage market. With distinct target audiences, including health-conscious consumers, traditional energy drink enthusiasts, and female-focused demographics, Celsius aims to transform its brands into industry leaders.
CEO John Fieldly emphasized the company’s commitment to building a robust marketing team to elevate its brands to global prominence. The appointments of Rishi, Kyle, JoBeth, and other key leaders signal Celsius’ ambition to deliver sustainable value to shareholders through innovative marketing strategies and product expansion.