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Hell chose Republic Group to create its international brand strategy and conduct its domestic launch. The brief was to build a strong energy drink brand that could compete with Red Bull and establish Hell’s market position through on-air, digital, PR, and other means around a simple message.


Force: since Star Wars, we know the power it has on us. Our creative idea connected this invisible field of power to Hell’s brand.
We created the concept “Power Like Hell” and linked it to a sport where all success comes from strength. Hell was the first Hungarian sponsor (as sponsor of the AT&T Williams team) in the history of Formula 1.

The campaign used ATL and BTL assets, a pull tab code-loading activation, and a promotion in which consumers could choose the Williams team helmet design. In addition, a drift race, Playboy photo shoot, and challenging POS and POP solutions were part of the repertoire to get the brand off to a flying start.


The brand activation was a huge success, with 732,000 codes received from 36,000 respondents. Hell became the market leader in the Hungarian energy drink segment in 2011 – and has maintained its strong position ever since.


We were responsible for the creation of Hell’s international brand strategy and its domestic launch.

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