There was a time when young people would order a Starbucks Frappuccino just for its dramatic, Instagram-worthy profile. But the days of seasoned milk and maybe a little espresso are over, as exponential numbers of college-aged people and others have been swept up in a new phenomenon of health-based energy drinks, such as Celsius.
Celsius Fitness Drinks are a hugely popular soft drink that claims to provide “essential energy” that has apparently convinced an entire generation of students that it will save them after a full night of studying for an 8 a.m. exam. Morning. The company appears to understand its new popularity among students, adapting to all the attention by instituting an ambassador program in 2022 that encourages students to get paid to promote their product on their college campuses. In addition to your regular degree, you can also get a degree from Celsius University!
Among sleep-deprived students, Celsius drinks have a wide range of flavors that appeal to a wide audience, as well as the design of their cans which, from an advertising point of view, make them look clean, refreshing and give the feeling that if you drink one, you will be on your way to becoming a representation of the trendy “wellness” lifestyle.
The brand’s main selling points, which are conveniently located on each can, are, once again, “essential energy”, as well as how it “speeds up metabolism” and “burns body fat”. Now, I’m not a nutritionist myself, but I’m pretty sure a human’s metabolism can’t be immediately sped up by drinking a can of natural flavors/green tea extracts/soda water with 200 mg of caffeine . This has been one of the main criticisms of the popular drink, with some arguing that it is false or misleading advertising to suggest that the drink can automatically speed up your metabolism and, ipso facto, possibly help consumers to losing weight.
On each can, the Celsius label explains that their product “activates thermogenesis, a process that boosts your body’s metabolic rate.” Although this has been proven by university studies listed on the Celsius websiteThere seems to be some debate around how beneficial these advertised features may be, and whether there are any side effects. effects of consuming Celsius that don’t get as much attention as their variety of flavors and pretty packaging. It is also important to mention that the studies above focused on product benefits demonstrated after some form of exercise, as the labels and website advertise their product’s intent.
The real topic that interests me regarding one of the most popular sources of caffeine on the market today is the cultural effects it has on college campuses, and specifically on college athletes. After all, the company markets its drinks to people who plan to be physically active, and since Massman Hall sells Celsius in its vending machines, I wanted to find a local source to provide some relative insight into its popularity and its efficiency.
Colton Ellingsworth, a Rockhurst freshman who runs for the university’s cross country and track and field teams, offers an athlete’s perspective on how Celsius affects energy levels in relation to exercise.
“Drinking a Celsius right before physical activity certainly has advantages and disadvantages. In my own experience, taking it before a lift helps me feel more energized and focused during exercises… Often the energy drink only affects me for about two hours. Then I feel a “crash” or feeling of draining of my energy levels.
While Celsius certainly has the appeal of being a nice alternative to the ever-popular Monster Energy (in my opinion battery acid-adjacent) and others, it may not be the most effective in giving energy to players so that they can perform at their peak.
To get a professional opinion on the merits of drinking Celsius and energy drinks in general, I met with Michael Calvin, Rockhurst’s assistant athletic director for student wellness and athletic performance and head athletic trainer.
When asked how often he encounters Celsius specifically in his work here at Rockhurst, Calvin responded, “I see him almost daily with the athletes that come into the training room. We probably see 20% of athletes suffer from it on a daily basis, at least one a day.
As for why it appeals to athletes as well as most students, Calvin explained that the main appeal is simply the caffeine content: “I would say the biggest hit is the caffeine, it’s why people stick to it. Caffeine contributes to performance, which is why the NCAA regulates the amount of caffeine student-athletes can have in their system.
With no sugar, no preservatives, no high fructose corn syrup, no artificial colors, and no GMOs, Celsius Fitness Drinks certainly seems like a healthier option with the same caffeine content as other products. However, Calvin discusses the importance of nutritional awareness.
“I think everyone should know what they are eating and what the nutrition label means. Just because they say it’s natural doesn’t mean it’s healthier, maybe ‘healthier’ just depends on the natural elements they put in it,” Calvin said.
It’s easy to see why caffeine is so appealing to people who not only go to school full-time, but also participate in multiple extracurricular activities like sports. Not only does Celsius allow its consumers to get the energy boost they need for whatever they do in the day, but their brand also reflects the times. They offer a “cleaner” alternative to other energy drinks that are not necessarily suitable for all types of people.
Given the nature of current social trends, it’s difficult to predict whether Celsius will enjoy the same longevity as older brands, especially with competition that caters to certain “aesthetics” from the likes of Alani Nu Energy. Perhaps it will be just another fad like the nostalgic Frappuccino, but given the product’s current popularity and how often it is seen in college classrooms, its cultural significance is worth mentioning in this regard. which concerns the habits and well-being of students. Today.
