Stock for beverage-manufacturing company Celsius Holdings Inc. (OTCBB: CSUH) rose 27 percent today after the company announced that its new energy drink, Celsius, was seen “mingling” with the stars on NBC’s celebrity exploitation program, EXTRA!.Granted, the press release was a little unclear about the nature of the “mingling.” When read, it implied that Celsius was seen alongside Hollywood legends like “Oprah, Katie Cruise, the crew from Oceans 13, Princess Diana, [and] Paris Hilton.” However, according to Erin Heit, the marketing vice president of Celsius, the company’s official statement was that “Celsius was on the same episode of EXTRA! as the stars listed in the release.”
And that’s true. It was in the same episode. For about 30 seconds. During that brief placement, the company told investors that its new drink – Celsius – was “the first soft drink clinically proven to burn calories,” while additional press touts it as a “calorie-burning, category-creating brand” unlike any other soft drink out there.
“Celsius is the most talked about and sought after-new functional beverage in the market today,” Heit said in the press release that prompted the stock increase. “Being featured on NBC’s EXTRA! as a “must-have” consumer product further substantiates that Celsius is the beverage to be drinking.
“Our coverage on EXTRA! adds to the over 800 nationwide TV appearances on programs, including Food Network’s Unwrapped and NBC’s Today Show,” Heit added.
In response to the news stock prices rose from $1.03 to $1.27 over the course of the day.
