Marketing the first UK-specific activity for the brand, which has already launched in 16 markets across Europe, Asia Pacific and Australia, Hell will employ street teams across five cities and six locations in a five-week initial burst of activity.
Aiming to take on Red Bull, the drink will be sold for under £1 per can in retail outlets.
Hell is the official drinks partner of the William's Formula One team.
The campaign will continue through December.
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.
Hell Energy Drink is also undertaking experiential and guerrilla activity throughout 2010 by targeting active sports events and key music festivals and events. Blackjack has been retained as Hell's brand activation agency.
By Fiona Ramsay, marketingmagazine.co.uk, 20 November 2009, 10:06am
Energy drink Hell aims to take on Red Bull with UK experiential push
LONDON - Hell is pushing into the UK market with an experiential campaign to promote its engery drink.
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