Luxembourg/Berlin, 09. January 2018. 28 BLACK energy drink kicked off 2018 by launching a new TV ad. The 23-second advert that has been aired on TV since 8 January not only promotes the latest flavour of 28 BLACK – Absolute Zero Guava-Passion Fruit – but also reveals an entirely new side to the energy drink.
Together with the lead agency zweipunktnull and pure rendering, an advert was created that allows the 28 BLACK lifestyle to be experienced and the brand emotionalised. Different urban dance scenes and the dynamic 28 BLACK electro swing by Daniel Bukowski ensure a memorable TV ad. “The bar was set extremely high for the latest TV campaign. We sought new, vibrant impetus without losing the connection to the existing ad tradition,” explains Felin-Joy Sade, Head of Marketing. “In the past, we’ve always strictly followed the mantra that ‘The product is the hero’. In our new ad, we instead show young people for the first time, who are simply enjoying life. ‘Move it!’ is our message.”
In parallel to the ad aired on TV channels offering wide coverage, a bottle cap promotion will run on www.28black.de until 04.03.2018 offering people the chance to win cans of the new sugar-free and noncaloric newcomer Absolute Zero Guava-Passion Fruit and the matching blue 28 BLACK messenger bag. The TV ad and bottle cap promotion are being accompanied by digital measures, social media activities, print advertising and posters at points of sale. 28 BLACK Absolute Zero Guava-Passion Fruit is vegan and free from gluten, lactose, taurine and artificial colorants and preservatives. It is now available in stores as well as in the 28 BLACK online shop.