In this project, I took the lead on media planning and overall strategy for the launch of Celsius Pro, a ready-to-drink protein beverage targeting Gen Z and fitness enthusiasts. My role involved developing a comprehensive, multi-channel campaign that included experiential marketing, social media teasers, digital ads, and influencer partnerships. A key initiative was the Celsius Gym Pop-Up in Miami, inspired by fitness hubs like Alphaland and Alo Gym. This activation provided a hands-on brand experience, driving awareness and engagement.

Additionally, I crafted a detailed media budget and timeline to ensure efficient allocation of resources. The campaign included a social media challenge, #PoweringPROgress, designed to amplify user-generated content and connect directly with the target audience's fitness journey. To enhance credibility and reach, I collaborated on influencer strategies, selecting fitness personalities who align with the brand's values of progress and empowerment.

This project emphasized the importance of balancing creative innovation with data-driven decisions, allowing me to hone my strategic thinking, organizational skills, and ability to deliver an impactful launch within a competitive market.