On the first day of shooting her directorial debut, Loser Baby, actress Dakota Johnson reached for what she thought was a refreshing drink. Unbeknownst to her, the can of Celsius she held wasn’t just a vitamin-packed beverage. Instead, it was an energy drink with a whopping 200mg of caffeine per serving. Johnson, feeling unusually energetic but struggling to sleep, later discovered why.
“I thought it was just vitamins,” Johnson admitted to Variety, after learning from her costume designer that Celsius is more than just a health drink. “I didn’t realize I was basically overdosing on caffeine.”
The misunderstanding is not unique. With its clean packaging and claims of providing “essential energy,” many consumers are unaware that Celsius contains as much caffeine as two cups of coffee. Despite promoting itself as a workout supplement that accelerates metabolism and burns body fat, the drink’s high caffeine content can catch people off guard, just like it did Johnson.
The Appeal of Celsius: More Than Just an Energy Drink
Celsius has carved out a niche in the crowded energy drink market. While brands like Monster and Red Bull have long targeted young men with extreme sports and high-energy lifestyles, Celsius took a different route. With sleek packaging and a wellness-oriented image, Celsius became especially popular among women. Its branding features cheerful fruit images, people working out, and the motto “Live Fit,” appealing to fitness-conscious consumers.
The drink has garnered a loyal following on social media platforms like TikTok, where young women in athleisure rave about its benefits during workouts or long afternoons at the office. Celebrities and influencers, such as Sports Illustrated model Xandra Pohl and Olympic athlete Tara Davis-Woodhall, have also embraced the drink, showcasing it as a healthy accessory.
However, experts warn that this “halo of health” around Celsius might be misleading. Frances Fleming-Milici, a marketing expert at the University of Connecticut, expressed concerns about how the drink’s packaging downplays its caffeine content. “It makes people unaware of how much caffeine they are consuming,” Fleming-Milici noted.
Celsius’s Marketing Strategy and Success
Celsius’s rise to the top of the energy drink market is no accident. In an interview with Fortune, Celsius CEO John Fieldly credited the company’s pivot toward fitness and lifestyle branding for its success. Initially, the brand focused on its “thermogenic” properties and claimed a “negative-calorie” effect. However, during the pandemic, Celsius leaned into partnerships with gym franchises and first responders, aligning the drink with a fitness-centric image.
Fieldly’s strategy seems to be working. Last year, Celsius generated $1.3 billion in revenue and became the third-largest energy drink brand in the U.S. Its appeal among wellness-minded women has been key to its growth.
Health Concerns: Is Celsius Too Much of a Good Thing?
Despite its popularity, concerns about the health impacts of Celsius are growing. Many consumers, like Jill Lewis, a 58-year-old publicist from Toronto, have come to realize that the drink may not be as healthy as it seems. Lewis, who used to drink up to six cans a day, eventually stopped after her family expressed concerns. “I thought it was healthy, but it turned out it wasn’t as good for me as I thought,” she said.
Some health experts warn that the high levels of caffeine in Celsius can have negative side effects, especially when consumed in excess. Dr. Siyab Panhwar, a cardiologist, explained that caffeine can increase blood pressure and adrenaline levels, putting stress on the body. “It sends you into that fight-or-flight mode,” he said, noting that consuming multiple cans a day can be especially problematic.
For healthy adults, the FDA suggests a daily caffeine limit of 400mg, or roughly two cans of Celsius. However, the FDA does not regulate caffeine content in energy drinks like it does for sodas, where the limit is 71mg per can. This regulatory gap has raised concerns among experts, like Jennifer L. Temple from the University at Buffalo, who believes the lack of oversight is troubling.
A Changing Perception
Celsius’s appeal might be waning as more consumers become aware of its hidden caffeine content. Some users have reported feeling unwell after drinking it, and symptoms of caffeine withdrawal, such as headaches and fatigue, have been noted by many who stop drinking the beverage.
Still, for some, the drink’s allure remains strong. Even after quitting Celsius, Lewis admits that she sometimes feels tempted when she sees the cans in stores. “I wish they were good for me,” she said.
As Celsius continues to grow in popularity, consumers are advised to read the label carefully and be mindful of their caffeine intake, especially when it comes to products marketed as health-conscious alternatives.
