Blackjack launches Hell Energy Drink in the UK with national experiential activity

Blackjack is launching energy drink Hell Energy into the UK market. It is the first UK activity for the brand, which has already launched in 16 markets across Europe, Asia Pacific and Australia since 2006 and has already achieved the number one selling slot in various territories. Hell Energy is the official drinks partner of the William's Formula One team.

Hell Energy will employ street teams of Blackjack brand ambassadors to operate across five cities and six locations in London, Birmingham, Manchester, Cardiff and Glasgow between mid November and through December in a five-week initial burst of activity.

Commuters will be targeted in the early mornings and mid afternoons, and invited to try Hell as an alternative to coffee to kick-start or replenish their energy levels. The energy drink will be sold for under £1 per can in retail outlets, cheaper than the current market leader.

Neil Thompson, Off Trade Sales Director for Hell Energy agrees that this type of experiential activity targeting consumers at times of need is an integral part of Hell Energy’s consumer marketing plan. He adds “the activity will help consumers to understand the positioning of Hell Energy within the market whilst experiencing the high quality of the product.”

Hell Energy Drink is also undertaking experiential and guerrilla activity throughout 2010 via Blackjack so watch this space!