Endorsements from celebrities have evolved to be the trendiest method of marketing across the beverage category, especially for highly competitive cold beverage drinks. It is explored, through both a factor and logistic regression, to identify relevant consumer response factors, including influence by celebrity-endorsed soft drink brands towards overall perception of their brand, choice to make a purchase, as well as purchasing frequency or repeat consumer behaviour loyalty. The study also assesses the moderating effects of demographics, brand credibility, and health concerns on the effectiveness of endorsement. Findings reveal that celebrity endorsements increase brand awareness and trust, though their impact differs between demographic segments. Factor analysis validates the reliability of measures with a Cronbach’s Alpha of 0.910. Logistic regression findings reveal that celebrity endorsements have a significant effect on purchase behaviour, especially among young consumers. Nevertheless, rising skepticism about the authenticity of endorsements and rising health awareness pose challenges to endorsement efficacy. Furthermore, social media endorsements can be ineffective at times because of concerns about authenticity. The research concludes that although celebrity endorsements are still a strong weapon, they must be embedded in a wider marketing strategy encompassing taste, loyalty, and health issues. These findings offer significant implications for marketers looking to maximize endorsement strategies in today’s changing consumer environment.