Get race day ready

CELSIUS®, the functional energy drink brand formulated for active lifestyles, 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, this 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 whose active lifestyles have them looking for a boost to power through their busy days and achieve their goals. 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.