TART CHERRY + ASHWAGANDHA

This site showcases my capstone project for the USC Annenberg Public Relations & Advertising Comprehensive Exam—a key milestone in completing my master’s degree. Over two weeks, I was challenged to develop a strategic communications campaign for a hypothetical product launch by a major brand.

I chose Celsius, a brand that’s fueled both my workouts and my academic journey, as the centerpiece of my campaign. The project features campaign materials for a fictional “Tart Cherry with Ashwagandha” product launch, supported by in-depth brand research and designed to resonate with Celsius’ core audience.