They've been trying to push Celsius energy drinks rather heavily lately. This could go two ways: hurt those efforts, or spread brand awareness far better than their marketing efforts so far (which the cynical side of me wants to suspect might have been the intention, but I have no basis for that gut feeling).
I actually tried a couple flavors a couple months ago, and couldn't stand the taste (but then I don't care for Red Bull, either, so my preferences may be questionable). As such they probably could use all the marketing - intentional or not - that they can get. At least that is the case while operating under the old "no such thing a bad publicity" mindset.