Simpatico

M&A bolt-on · Pepsi → target #4 of 10

Celsius

A fitness-focused, clinically proven energy drink brand for high-performance individuals who prioritize health and metabolism-boosting ingredients.

Founded 2004 · Parent: Celsius Holdings, Inc. · Competes with Red Bull, Monster Energy, Ghost Energy, C4 Energy · Partnerships: Fitness Influencers, Athletic Trainers, Gym Chains

Corporate details are Qloo entity data.

Pass
57.7F / 100
90% of the weighted evidence measured

Why this verdict

F 57.7 < 62.

Scores, flags and verdicts are computed in code. The agents can only argue with the ledger; they never set the score.

Six audience metrics

Bar = this target; tick = shortlist average.

m1 Two-way audience affinity
0.65
Harmonic mean of the buyer audience’s affinity for the target and the target audience’s affinity for the buyer’s brands.
m2 Taste-profile overlap
0.26
Rank-weighted overlap of the two audiences’ top-50 cultural taste tags.
m3 Cross-domain agreement
0.82
How strongly the target’s audience embraces the buyer audience’s favourite artists, shows, films and podcasts.
m4 Demographic alignment
0.53
Similarity of the two audiences’ age and gender over-index profiles.
m5 Geographic footprint
0.69
Correlation of metro-level audience affinity, relative to the screened cohort.
m6 Momentum not measured
n/a
Trending rank change over the last 4 weeks vs the 8 before, relative to the cohort.
Qloo's trending series did not move for this brand or the cohort in the 12 weeks to 2026-10-23, so momentum is not measurable for this window.

How F is built

Points each metric adds (weights for M&A bolt-on, renormalised over what Qloo could measure).

MetricWeightPoints
Two-way audience affinity0.3021.7
Taste-profile overlap0.205.7
Cross-domain agreement0.1513.6
Demographic alignment0.158.9
Geographic footprint0.107.7
Momentumnot measured–
F57.7

Qloo explainability: the buyer-side signals driving the forward affinity are Gatorade (0.27), Quaker Oats Company (0.24), Pepsi (0.24), Doritos (0.24).

Shared catalogue categories (Qloo compare): Food & Beverage, Drinks.

Where the audiences meet, across culture

The buyer audience’s top titles in each domain, ranked by how strongly Celsius’s audience embraces them.

Music0.80
Embraced: Prince Royce, HA-ASH, Luis Fonsi · Least shared: Juanes, Alejandro Sanz, Ricky Martin
TV0.90
Embraced: American Gladiators, Lego Masters, The Real World · Least shared: Soundtrack, Doogie Kamealoha, M.D., Blossom
Film0.76
Embraced: Fast & Furious Presents: Hobbs & Shaw, Toy Story 4, Spider-Man: Far from Home · Least shared: Thor: Ragnarok, Aquaman, Avengers: Infinity War
Podcasts0.82
Embraced: The Chalene Show | Diet, Fitness & Life Balance, Trust and Believe with Shaun T, THE ED MYLETT SHOW · Least shared: First Take, Talk Is Jericho, The Steve Austin Show

Taste profile overlap

23 of 77 top taste tags shared.

Both over-index on
female protagonistfriendshipfriendfamily relationshipsHip Hopelectronicrapcountry
Buyer only

Pulpo A La Brasa, Seared Diver Scallops, Mole, Alternative Rock, Fiction

Celsius only

Ribs, Bar, african american, Health, Self Help

Audience shape

Pepsi (buyer) Celsius
-0.86-0.430.00+0.43+0.86≤2425–2930–3435–4445–5455+MenWomen

Relative over-index (+) or under-index (−) of each aggregate audience, from Qloo. Not individual data.

Momentum

Qloo's trending series did not move for this brand or the cohort in the 12 weeks to 2026-10-23, so momentum is not measurable for this window.

Footprint overlap for distribution

White space: Celsius strong, buyer weak Shared stronghold Other metros
White space

Memphis, Las Vegas, Jacksonville, New Orleans, Phoenix

Shared strongholds

Miami, Dallas, Atlanta, Houston, Los Angeles, Charlotte

Bull vs bear

No debate on this run.
Provenance: 31 Qloo calls behind this target

Requests as sent (the API key travels in a header and is never logged). Responses are cached privately on the server.

PurposeEndpointStatusResultSource
/v2/insightsok29 of 29 candidates scoredcache
/v2/insightsok29 profile(s)cache
/v2/insightsok50 taste tag(s)cache
/v2/insightsok25 recommended tv_show(s)cache
/v2/insightsok25 recommended artist(s)cache
/v2/insightsok25 recommended podcast(s)cache
/v2/insightsok25 recommended movie(s)cache
/v2/insightsokdemographics for 14 of 14 entitiescache
/v2/insightsok7265 heatmap cell(s) in United Statescache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/insightsok50 taste tag(s)cache
/v2/insightsok25 of 25 candidates scoredcache
/v2/insightsok4 of 4 candidates scoredcache
/v2/insightsok25 of 25 candidates scoredcache
/v2/insightsok25 of 25 candidates scoredcache
/v2/insightsok25 of 25 candidates scoredcache
/v2/analysis/compareok2 shared catalogue tag(s)cache
/v2/insightsok3957 heatmap cell(s) in United Statescache
Evidence rows (what bull, bear and the judge see)
[
 {
  "id": "t7-flags",
  "label": "Red flags (code rules)",
  "data": {
   "flags": []
  },
  "shortlistAverages": {}
 },
 {
  "id": "t7-m1",
  "label": "m1 Two-way audience affinity",
  "data": {
   "a": 0.6635478760038311,
   "b": 0.6415111126385717,
   "ratio": 0.966789490009411,
   "value": 0.6523434418347458,
   "reverse": [
    {
     "id": "18316CE7-595D-4469-8FDF-43D1B70021E4",
     "name": "Gatorade",
     "affinity": 0.7022593633919234
    },
    {
     "id": "099E174E-1FEC-4AD9-80F2-92C2E6CBD6ED",
     "name": "Quaker Oats Company",
     "affinity": 0.6268342232353878
    },
    {
     "id": "957B527A-CF2C-4283-A2FD-3F49741DF5DE",
     "name": "Pepsi",
     "affinity": 0.6225277669039798
    },
    {
     "id": "EA3901B0-A3A5-43F5-AC2A-45C35C400926",
     "name": "Doritos",
     "affinity": 0.6144230970229956
    }
   ],
   "coverage": 1
  },
  "shortlistAverages": {
   "a": 0.6954073847687763,
   "b": 0.6694354298272059,
   "ratio": 0.9634521435376324,
   "value": 0.6821611379345072
  }
 },
 {
  "id": "t7-m2",
  "label": "m2 Taste-profile overlap",
  "data": {
   "value": 0.2586377097729516,
   "shared": [
    {
     "id": "urn:tag:keyword:media:female_protagonist",
     "name": "female protagonist",
     "subtype": "urn:tag:keyword:media"
    },
    {
     "id": "urn:tag:keyword:media:friendship",
     "name": "friendship",
     "subtype": "urn:tag:keyword:media"
    },
    {
     "id": "urn:tag:keyword:media:friend",
     "name": "friend",
     "subtype": "urn:tag:keyword:media"
    },
    {
     "id": "urn:tag:keyword:media:family_relationships",
     "name": "family relationships",
     "subtype": "urn:tag:keyword:media"
    },
    {
     "id": "urn:tag:genre:music:hip_hop",
     "name": "Hip Hop",
     "subtype": "urn:tag:genre:music"
    },
    {
     "id": "urn:tag:genre:music:electronic",
     "name": "electronic",
     "subtype": "urn:tag:genre:music"
    },
    {
     "id": "urn:tag:genre:music:rap",
     "name": "rap",
     "subtype": "urn:tag:genre:music"
    },
    {
     "id": "urn:tag:genre:music:country",
     "name": "country",
     "subtype": "urn:tag:genre:music"
    }
   ],
   "coverage": 1,
   "buyerOnly": [
    {
     "id": "urn:tag:specialty_dish:place:pulpo_a_la_brasa",
     "name": "Pulpo A La Brasa",
     "subtype": "urn:tag:specialty_dish:place"
    },
    {
     "id": "urn:tag:specialty_dish:place:seared_diver_scallops",
     "name": "Seared Diver Scallops",
     "subtype": "urn:tag:specialty_dish:place"
    },
    {
     "id": "urn:tag:specialty_dish:place:mole",
     "name": "Mole",
     "subtype": "urn:tag:specialty_dish:place"
    },
    {
     "id": "urn:tag:genre:music:alternative_rock",
     "name": "Alternative Rock",
     "subtype": "urn:tag:genre:music"
    },
    {
     "id": "urn:tag:genre:media:fiction",
     "name": "Fiction",
     "subtype": "urn:tag:genre:media"
    }
   ],
   "targetOnly": [
    {
     "id": "urn:tag:specialty_dish:place:ribs",
     "name": "Ribs",
     "subtype": "urn:tag:specialty_dish:place"
    },
    {
     "id": "urn:tag:genre:place:restaurant:bar",
     "name": "Bar",
     "subtype": "urn:tag:genre:place"
    },
    {
     "id": "urn:tag:keyword:media:african_american",
     "name": "african american",
     "subtype": "urn:tag:keyword:media"
    },
    {
     "id": "urn:tag:genre:media:health",
     "name": "Health",
     "subtype": "urn:tag:genre:media"
    },
    {
     "id": "urn:tag:genre:media:self_help",
     "name": "Self Help",
     "subtype": "urn:tag:genre:media"
    }
   ],
   "unionCount": 77,
   "sharedCount": 23,
   "buyerTop20MissingShare": 0.35
  },
  "shortlistAverages": {
   "value": 0.22491966033658706,
   "sharedCount": 20.11111111111111,
   "buyerTop20MissingShare": 0.41666666666666674
  }
 },
 {
  "id": "t7-m3",
  "label": "m3 Cross-domain agreement",
  "data": {
   "value": 0.816776222362037,
   "domains": [
    {
     "type": "urn:entity:artist",
     "clash": [
      {
       "name": "Juanes",
       "affinity": 0.7637243301496562
      },
      {
       "name": "Alejandro Sanz",
       "affinity": 0.7715978232518339
      },
      {
       "name": "Ricky Martin",
       "affinity": 0.7812372916641253
      }
     ],
     "label": "Music",
     "score": 0.7965035885987184,
     "shared": [
      {
       "name": "Prince Royce",
       "affinity": 0.8189033423005766
      },
      {
       "name": "HA-ASH",
       "affinity": 0.8104942965630217
      },
      {
       "name": "Luis Fonsi",
       "affinity": 0.8089606215643047
      }
     ],
     "expected": 25,
     "returned": 25
    },
    {
     "type": "urn:entity:tv_show",
     "clash": [
      {
       "name": "Soundtrack",
       "affinity": 0.8639369430190663
      },
      {
       "name": "Doogie Kamealoha, M.D.",
       "affinity": 0.8662237355761343
      },
      {
       "name": "Blossom",
       "affinity": 0.869008151822541
      }
     ],
     "label": "TV",
     "score": 0.8963537937428555,
     "shared": [
      {
       "name": "American Gladiators",
       "affinity": 0.9556407367711203
      },
      {
       "name": "Lego Masters",
       "affinity": 0.942188285557806
      },
      {
       "name": "The Real World",
       "affinity": 0.93794938459115
      }
     ],
     "expected": 25,
     "returned": 25
    },
    {
     "type": "urn:entity:movie",
     "clash": [
      {
       "name": "Thor: Ragnarok",
       "affinity": 0.7322929298379736
      },
      {
       "name": "Aquaman",
       "affinity": 0.7379056062878719
      },
      {
       "name": "Avengers: Infinity War",
       "affinity": 0.7384709048605322
      }
     ],
     "label": "Film",
     "score": 0.7563297232513352,
     "shared": [
      {
       "name": "Fast & Furious Presents: Hobbs & Shaw",
       "affinity": 0.7885710969940356
      },
      {
       "name": "Toy Story 4",
       "affinity": 0.7767375728287235
      },
      {
       "name": "Spider-Man: Far from Home",
       "affinity": 0.7708945700121369
      }
     ],
     "expected": 25,
     "returned": 25
    },
    {
     "type": "urn:entity:podcast",
     "clash": [
      {
       "name": "First Take",
       "affinity": 0.7193861435518817
      },
      {
       "name": "Talk Is Jericho",
       "affinity": 0.7384443826993271
      },
      {
       "name": "The Steve Austin Show",
       "affinity": 0.7402640165322564
      }
     ],
     "label": "Podcasts",
     "score": 0.8179177838552387,
     "shared": [
      {
       "name": "The Chalene Show | Diet, Fitness & Life Balance",
       "affinity": 0.9013674806054935
      },
      {
       "name": "Trust and Believe with Shaun T",
       "affinity": 0.8968494908172621
      },
      {
       "name": "THE ED MYLETT SHOW",
       "affinity": 0.8910310499681823
      }
     ],
     "expected": 25,
     "returned": 25
    }
   ],
   "coverage": 1
  },
  "shortlistAverages": {
   "value": 0.8142200656582131,
   "domains[0].score": 0.7712218159459897,
   "domains[1].score": 0.8930482681153483,
   "domains[2].score": 0.7853466318542113,
   "domains[3].score": 0.8072635467173033
  }
 },
 {
  "id": "t7-m4",
  "label": "m4 Demographic alignment",
  "data": {
   "buyer": {
    "male": 0.11749999999999998,
    "female": -0.11749999999999998,
    "25_to_29": 0.29000000000000004,
    "30_to_34": -0.0675,
    "35_to_44": -0.22000000000000003,
    "45_to_54": -0.475,
    "55_and_older": -0.3825,
    "24_and_younger": 0.19999999999999998
   },
   "value": 0.5341201403327372,
   "cosine": 0.06824028066547447,
   "target": {
    "male": -0.2,
    "female": 0.2,
    "25_to_29": 0.48,
    "30_to_34": -0.86,
    "35_to_44": -0.56,
    "45_to_54": 0.05,
    "55_and_older": 0.39,
    "24_and_younger": -0.18
   },
   "coverage": 1,
   "biggestGap": {
    "buyer": -0.0675,
    "bucket": "30_to_34",
    "target": -0.86
   }
  },
  "shortlistAverages": {
   "value": 0.5395238058358314,
   "cosine": 0.07904761167166277
  }
 },
 {
  "id": "t7-m5",
  "label": "m5 Geographic footprint",
  "data": {
   "value": 0.6944025507408453,
   "coverage": 1,
   "metroCount": 55,
   "whiteSpace": [
    {
     "lat": 35.1495,
     "lon": -90.049,
     "buyer": 0.6863002965642402,
     "metro": "Memphis",
     "target": 0.8487345612244896,
     "buyerRel": -0.12004267795639578,
     "targetRel": 0.04239158670385368
    },
    {
     "lat": 36.1699,
     "lon": -115.1398,
     "buyer": 0.7430061121617761,
     "metro": "Las Vegas",
     "target": 0.9019548602232444,
     "buyerRel": -0.12149827526335666,
     "targetRel": 0.037450472798111645
    },
    {
     "lat": 30.3322,
     "lon": -81.6557,
     "buyer": 0.7722142910230129,
     "metro": "Jacksonville",
     "target": 0.9040689994939276,
     "buyerRel": -0.09785222172862384,
     "targetRel": 0.034002486742290894
    },
    {
     "lat": 29.9511,
     "lon": -90.0715,
     "buyer": 0.6763113954894275,
     "metro": "New Orleans",
     "target": 0.8399990374825599,
     "buyerRel": -0.13326504023948338,
     "targetRel": 0.03042260175364897
    },
    {
     "lat": 33.4484,
     "lon": -112.074,
     "buyer": 0.7895261165411581,
     "metro": "Phoenix",
     "target": 0.9020834996080377,
     "buyerRel": -0.10255305833578299,
     "targetRel": 0.010004324731096581
    }
   ],
   "correlation": 0.3888051014816907,
   "strongholds": [
    {
     "lat": 25.7617,
     "lon": -80.1918,
     "buyer": 0.8888579072251039,
     "metro": "Miami",
     "target": 0.9653144375402529,
     "buyerRel": -0.03297862494002446,
     "targetRel": 0.043477905375124526
    },
    {
     "lat": 32.7767,
     "lon": -96.797,
     "buyer": 0.848947725266995,
     "metro": "Dallas",
     "target": 0.9467600921790577,
     "buyerRel": -0.05476054268841146,
     "targetRel": 0.04305182422365117
    },
    {
     "lat": 33.749,
     "lon": -84.388,
     "buyer": 0.8428861612056047,
     "metro": "Atlanta",
     "target": 0.9052257428628496,
     "buyerRel": -0.03814398747748737,
     "targetRel": 0.024195594179757585
    },
    {
     "lat": 29.7604,
     "lon": -95.3698,
     "buyer": 0.8369103976334342,
     "metro": "Houston",
     "target": 0.9036328608915709,
     "buyerRel": -0.04975857756710467,
     "targetRel": 0.01696388569103202
    },
    {
     "lat": 34.0522,
     "lon": -118.2437,
     "buyer": 0.8809040566588447,
     "metro": "Los Angeles",
     "target": 0.9359418870612476,
     "buyerRel": -0.044316050152537145,
     "targetRel": 0.010721780249865698
    },
    {
     "lat": 35.2271,
     "lon": -80.8431,
     "buyer": 0.8104324490087557,
     "metro": "Charlotte",
     "target": 0.8821058801570907,
     "buyerRel": -0.05481008422534228,
     "targetRel": 0.01686334692299274
    }
   ],
   "whiteSpaceCount": 5,
   "relativeToCohort": true
  },
  "shortlistAverages": {
   "value": 0.3788101542840746,
   "correlation": -0.2423796914318507
  }
 },
 {
  "id": "t7-m6",
  "label": "m6 Momentum",
  "data": {
   "z": null,
   "note": "Qloo's trending series did not move for this brand or the cohort in the 12 weeks to 2026-10-23, so momentum is not measurable for this window.",
   "value": null,
   "priorSd": null,
   "coverage": 0,
   "priorMean": null,
   "normalised": true,
   "recentMean": null
  },
  "shortlistAverages": {}
 },
 {
  "id": "t7-profile",
  "label": "Qloo entity profile: Celsius",
  "data": {
   "name": "Celsius",
   "drivers": [
    {
     "name": "Gatorade",
     "score": 0.2736738887123446
    },
    {
     "name": "Quaker Oats Company",
     "score": 0.24428034483190128
    },
    {
     "name": "Pepsi",
     "score": 0.24260209785902526
    },
    {
     "name": "Doritos",
     "score": 0.23944366859672875
    }
   ],
   "ownership": "independent",
   "keyMarkets": [
    "United States",
    "Canada"
   ],
   "popularity": 0.7307555389805225,
   "screenRank": 7,
   "foundedYear": 2004,
   "priceRangeUsd": [
    2,
    30
   ],
   "ultimateParent": "Celsius Holdings, Inc.",
   "forwardAffinity": 0.6635478760038311,
   "competitorBrands": [
    "Red Bull",
    "Monster Energy",
    "Ghost Energy",
    "C4 Energy",
    "Alani Nu"
   ],
   "sharedCategories": [
    {
     "name": "Food & Beverage",
     "score": 0.7305072539555804
    },
    {
     "name": "Drinks",
     "score": 0.7297067290653321
    }
   ],
   "knownPartnerships": [
    "Fitness Influencers",
    "Athletic Trainers",
    "Gym Chains"
   ],
   "marketPositioning": "A fitness-focused, clinically proven energy drink brand for high-performance individuals who prioritize health and metabolism-boosting ingredients."
  },
  "shortlistAverages": {}
 },
 {
  "id": "t7-score",
  "label": "Composite score",
  "data": {
   "F": 57.72280933147941,
   "points": {
    "m1": 21.74478139449153,
    "m2": 5.747504661621146,
    "m3": 13.612937039367281,
    "m4": 8.902002338878955,
    "m5": 7.715583897120503,
    "m6": 0
   },
   "coverage": 0.9
  },
  "shortlistAverages": {
   "F": 55.38338238220258,
   "coverage": 0.8800000000000001
  }
 }
]