Inspired by its role as official Global Energy Drink Partner of the Aston Martin Aramco Formula One Team, energy drink brand Celsius will bring race energy to London from Tuesday (30 June) until the final lap of the British Grand Prix in Silverstone.
Celsius said it will connect with fans during one of summer’s biggest sporting moments through immersive experiences, fitness activations, influencer engagement, shopper marketing, mass sampling and paid media across the UK, whether at Silverstone, in London, in-store or on social channels.
The brand will start engines with a dedicated Celsius Run Club experience in London on Tuesday. Inspired by motorsport excellence, the event will feature Team Celsius ambassador and Irish Olympic sprinter, Rhasidat Adeleke, leading warm-ups with lap-time challenges, pit stop hydration stations and podium-style finishes.
On Sunday (5 July), fans unable to attend the action at Silverstone will be able to experience an immersive takeover at Outernet London, featuring an Aston Martin F1 Team car replica, racing simulators, merchandise giveaways and sampling.
The campaign will be amplified through influencer and creator content, paid social activity, alongside targeted retail marketing across the UK and Ireland. In addition to 20,000 samples planned across the weekend, consumers will also have opportunities to win exclusive Silverstone-themed merchandise and money-can’t-buy experiences throughout the race week.
Carlotta Cattelani, head of marketing for the UK and Ireland at Celsius, said: “Silverstone weekend is an exciting time for us and we’re celebrating with our biggest UK activation to date, offering opportunities to experience the brand, whether at Silverstone or London city centre.
“By tapping into the excitement and energy surrounding race weekend, we’re strengthening our cultural relevance and continuing to build momentum for the brand across the UK.”
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