LIVE.FIT.GO.

Today, CELSIUS — the zero-sugar energy drink made to power an active lifestyle — unveils its first official brand platform, LIVE.FIT.GO., developed in partnership with its creative agency of record, Anomaly.
Energy today means more than a quick boost. It’s what gets people up in the morning, keeps them focused during work, and pushes them to chase goals late into the night. With LIVE.FIT.GO., CELSIUS is redefining what it means to “LIVE FIT” — moving beyond the gym to capture the mindset of hustle, momentum, and everyday ambition.
While “LIVE FIT” has long served as a point of differentiation for CELSIUS, this new platform expands its meaning, connecting with an audience that sees fitness not as a task, but as a lifestyle — one driven by intent, resilience, and consistency. Whether you’re training for a marathon or tackling back-to-back meetings, CELSIUS is the fuel that helps you show up and stay in motion.
A 30-second hero film sits at the center of the campaign. LIVE.FIT.GO. marks the first campaign from Anomaly as agency of record for the brand — signaling a new chapter of growth for CELSIUS. Visually and tonally, the work leans into high-energy moments, fast edits, and real-life hustle to meet consumers where they are: on the move and chasing what’s next.
The campaign is now live, across a multi-platform activation, and will reach consumers where they live, work and play to build awareness and connection to the brand — bringing “LIVE FIT” into the everyday routines of those who keep going.