Functional energy drink brand CELSIUS is bringing a global motorsport atmosphere into a local supermarket with its ‘Get Race Day Ready’ retail campaign.
The initiative, developed with the brand’s local distribution partner Suntory Beverage & Food GB&I and brand activation agency ZEAL, features a one-of-a-kind interactive Scalextric track set to “challenge and delight shoppers”.
As Formula 1 continues to grow its global audience and attract young adult viewers, the standout flagship store experience combines theatre, interactivity, and trial to make motorsport accessible in a retail environment.
Part of a wider ‘Get Race Day Ready’ campaign, which celebrates CELSIUS’ partnership with Scuderia Ferrari HP, the front-of-store installation at Morrisons Westcroft in Milton Keynes features an interactive Scalextric track challenging shoppers to set the fastest lap and get onto the scoreboard. Participants can receive exclusive CELSIUS racing gear.
The large-scale installation is shoppable, with built-in fridge units, accompanied by sampling activity of all four CELSIUS flavours. It also supports a national competition – Vegas Race Day Experience – that will award exclusive prizes for the Formula 1 Heineken Las Vegas Grand Prix 2025.
The ‘Get Race Day Ready’ campaign forms part of CELSIUS’ UK growth strategy aimed at building brand awareness and recruiting young adult consumers. The in-store campaign is supported by a wider promotion across major grocery retailers, independents, and convenience stores across the UK and Ireland, along with content on TikTok, Instagram, and Facebook.
Nick Bentley, Commercial Director – UK&I at Celsius, said: “Retail theatre is about creating moments that excite and inspire shoppers beyond the shelf and has become an essential way for brands to stand out and connect with shoppers. We know our consumers seek connection via ‘in real life’ experiences, and as more than just liquid in a can, this activation is an opportunity to immerse people in our brand’s energy as we turn a simple store visit into an experience.”
Alpesh Mistry, Sales Director, Suntory Beverage & Food GB&I, added: “In our business, we talk about ‘1% Executions’ – those moments where we go bigger and bolder to achieve real standout. This activation is a clear example of that approach in action, delivering an experience that not only captures attention at the front of store but also strengthens the CELSIUS brand and helps drive engagement and sales.”
