Celsius: Creative Testing at Energy-Drink Speed

Energy drink marketing burns creative fast. What converts in week one is fatigued by week four. Celsius needed a production and media rhythm that assumed that rather than fighting it.

The challenge

Ad accounts were relying on a small set of hero assets that kept getting re-cut. Frequency climbed, CPMs followed, and the same audiences kept seeing the same three hooks.

Our approach

• Shot modular — separate hook, product, and payoff footage that could be recombined into dozens of variants.
• Ran a structured hook test each week, retiring anything that fell below the account benchmark.
• Kept a standing production block every month so the creative pipeline never went empty.

What we delivered

• Modular footage library refreshed monthly
• 20+ paid variants per test cycle
• Weekly creative performance readout
• Static and motion versions of every winning hook

The results

• Creative fatigue windows extended meaningfully compared to the single-hero approach
• Cost per result trended down across the test period
• Winning hooks were identified in days rather than weeks

The takeaway

In fast-moving categories, the winning asset matters less than the system that finds the next one.

Working on something similar? Tell us what you're building and we'll map out how we'd approach it.