Welcome to my USC Annenberg Comprehensive Exam!

My comp exam focuses on Celsius Holdings Inc. (CELH) launching a new sparkling tart cherry ashwagandha energy drink. The focus is on the product launch exclusively at Dick’s Sporting Goods for the season opener of the 2025 NFL season. The goals of this campaign are to successfully launch the new energy drink while also increasing brand visibility amongst Gen-Z consumers to continue strengthening brand loyalty with existing consumers and appealing to potentially new consumers.

*I have no affiliation with CELSIUS. All content was created for the 2025 Spring Comprehensive Exam at USC Annenberg School for Journalism and Communication.

---