Spring 2025 Comprehensive Exam
Submitted on March 26, 2025
The following project was completed in fulfillment of the Comprehensive Exam as part of USC’s Public Relations and Advertising Master’s program.
Selected Brand: Celsius Holdings, Inc. (Nasdaq: CELH)
- Instructions: “Your comp exam should focus on Celsius launching a new energy drink – tart cherry with ashwagandha. For the brand storytelling campaign and/or advertising headline/tagline, focus on the product launch exclusively at Dick’s Sporting Goods stores for the season opener of the 2025 NFL season. You must create an entirely new angle for the brand that will be appealing to Gen Z athletes interested in post-workout recovery.”
Selected Prompts
SWOT Analysis: The Strengths, Weaknesses, Opportunities, and Threats for Celsius are examined to create a research-based foundation of understanding for the brand.
Corporate Media Analysis Report: Media and investor sentiment are examined in response to Celsius’ most recent quarterly earnings report.
Infographic: The infographic tells the story of Celsius’ brand, better-for-you products, and recent growth in the RTD energy market.
Creative Brief: Strategic insights are brought together to create an advertising tagline and creative brief to promote Celsius’ new functional beverage.
Thought-Leadership Piece: A sample CEO op-ed calling for a new paradigm in which food and beverage companies take responsibility for health solutions.
Disclaimer: All content included on this webpage was created by Dylan Macy in completion of the Spring 2025 Comprehensive Exam through the University of Southern California’s Public Relations and Advertising Master’s program. Dylan has no official affiliation with Celsius Holdings, Inc. View a full list of references here.