When Music is the Strategy: A Playbook for How CELSIUS Powered Cultural Connection

This event is over.

For Hispanic audiences, music is more than entertainment -- it’s a shared, high-energy experience rooted in community, where memories are made with family and friends. In this session, TelevisaUnivision and CELSIUS share the four key takeaways to creating an impactful Hispanic marketing strategy, and the repeatable formula other brands can follow.

Hear how CELSIUS identified its role within these moments—fueling the social energy that brings people together—and used music as a strategic entry point to deepen connection with Hispanic consumers, showing up in a way that enhanced the experience rather than interrupted it, amplifying local experiences across digital in a meaningful way.

Attendees will learn how to choose the right partners, show up in the right moments, build from a single activation into a repeatable platform, and measure what it drives—turning cultural participation into sustained brand growth, affinity, and purchase intent.