In the midst of a new sales and marketing strategy, Celsius Holdings has partnered with GBS Smash! Brands to expand the availability of its calorie-reducing drink. Smash! Brands, the commercialization unit of food/beverage advisory firm GBS Growth Partners, will assist in the development of Celsius’ distributor and retailer network and initially focus on expanding the brand’s presence in California and Texas.
Celsius, a product that has primarily been used as a pre-workout drink, has gradually transitioned its messaging from “your ultimate fitness partner,” to its original marketing message as “your calorie-reducing drink” and “your negative calorie drink” and recently partnered with fitness infomercial king Tony Little as an endorser of the brand. To support the new marketing strategy, Smash! Brands will look to broaden Celsius’ target use and drive growth in non-traditional retail channels, such as heath clubs, colleges and office buildings, an area of expertise for the consulting firm. Smash! currently works with a number of upstart brands including Wolfgang Puck Iced Coffee, Rebootizer and Hangover Joe’s.
“Smash! Brands has the experience and connections to help us expand our customer base and accelerate the growth behind Celsius,” said Gerry David, the president and CEO of Celsius Holdings. “We’re excited to partner with Smash! Brands as they focus efforts on building our retail presence and help drive sales. We have worked diligently over the past few months on an aggressive growth strategy [and] we feel that adding Smash! Brands now to expand availability will leverage our consumer efforts.”
Here is Celsius’ press release announcing its partnership with GBS Smash! Brands:
Celsius®, the Leading Calorie Burning Beverage in the U.S. Joins Forces With Branding Leader GBS Smash! Brands to Lead Efforts to Expand Distributor and Customer Base, Accelerate Growth and Build Brand Traction
BOCA RATON, FL–(Marketwire – Sep 4, 2012) – Celsius Holdings, Inc., (PINKSHEETS: CELH) the creator and marketer of Celsius®, the world’s first calorie burning beverage backed by clinical science, announced today that they are partnering with Smash! Brands to help drive their commercialization efforts. Smash! Brands, the commercialization unit of GBS Growth Partners, will assist the Company in building its distributor and retailer network. Their initial focus will be on the California and Texas markets, and will eventually expand into other major markets across the US.
“Smash! Brands has the experience and connections to help us expand our customer base and accelerate the growth behind Celsius®,” said Gerry David, President and CEO of Celsius Holdings. “We’re excited to partner with Smash! Brands as they focus efforts on building our retail presence and help drive sales,” he continued. “We have worked diligently over the past few months on an aggressive growth strategy. We’ve completely repositioned Celsius®, including bringing on Tony Little as our new Fitness Ambassador, redesigning our graphics and packaging, implementing a new consumer communication/digital marketing plan, executing a strong demo/special event marketing strategy, and engaging 5W Public Relations, one of the country’s largest and most respected public relations firms based in New York. We feel that adding Smash! Brands now to expand availability will leverage our consumer efforts,” David continued.
Smash! Brands specialty is driving brand availability across channels, critical to creating traction for a brand. In the past, they have worked with brands such as Coca-Cola, Cinnabon and Honest Tea and more recently with Wolfgang Puck RTD Coffee, Rebootizer and Hangover Joe’s.
“We chose Smash,” said David, “because they have the ability to take Celsius® beyond the traditional channels like convenience stores. We feel strongly that being available at health clubs, colleges and office buildings, will help us build a loyal base of consumers who drink calorie burning Celsius® everyday.”
“We are extremely happy to be working with the Company,” said John Blackington, Managing Partner of GBS Growth Partners. “We have followed Celsius Holdings since it was created. It has a great brand with strong consumer loyalty, and now has a strong growth strategy and a focused leadership team to drive that growth. We know how to expand their market presence and are looking forward to working with them.”
Leading the Smash! Brand efforts will be Dan Wilder in Texas and Randy Smith in California. “Both Dan and Randy have strong experience building brands and creating traction,” stated Blackington.
About Celsius Holdings, Inc.
Celsius Holdings, Inc. (PINKSHEETS: CELH) markets Celsius®, which is backed by science. The Company is dedicated to providing healthier, everyday refreshment through science and innovation. For more information, please visit www.celsius.com.
About GBS Growth Partners
GBS Growth Partners, LLC, was founded in 2004. They are a leading strategic advisory and commercialization group in the food/beverage industry. For more information, please visit www.gbsgrowthpartners.com.