The new HELL ICE COFFEE Latte packages are crafted for those who love little surprises in their everyday life.
This summer, HELL ENERGY puts consumers at the center, giving them the chance to break free from routine and turn the little everyday moments of their loved ones into something unique. The new campaign for HELL ICE COFFEE is specially designed for those who love surprises and recognize the power even of the smallest gestures of love. A key feature is the HELL ICE COFFEE Latte packaging itself, which features more than 60 different positive and uplifting messages written in Greek.
The campaign will run from May to August, turning HELL ICE COFFEE Latte into more than a refreshing, ready-to-drink coffee. The new, refreshed packaging can be a unique gift as a spontaneous gesture during the day, bringing, thanks to the small yet distinctive messages, smiles to anyone who holds it in their hands.
Adrienn Popovics, International Communications and Marketing Director of HELL ENERGY, states: «We wanted to step away from the world of classic advertising messages and come even closer to our consumers. HELL ICE COFFEE was a dynamic and distinctive brand, but now we’re making that voice even more personal. The messages that appear on the packages are playful, uplifting and connected to summer moments we all love».
What makes the campaign stand out is that it is the first time the brand communicates so directly and personally with consumers through its packaging. The more than 60 different messages encourage discovery, collecting and sharing, while creating a more positive, authentic and inspired image around the brand. Thus, from a simple package it turns into a “mini message board”, a creative way for consumers to craft their own stories.
The special packages accompanying the campaign will be available exclusively for HELL ICE COFFEE Latte products during the summer season. Throughout its duration, these specific products will replace the classic HELL ICE COFFEE Latte on the shelves, offering consumers the same product with an extra positive “touch”.
The initiative is supported by a broad communication strategy that includes digital and social media activities, outdoor displays, in-store activations, special points of sale and TV presence, so that the messages reach as many consumers as possible.
About HELL ENERGY
HELL ENERGY is one of the most dynamically growing players in the FMCG market. It was founded in 2006 as a 100% Hungarian, family-owned company and by 2010 emerged as the market leader in Hungary. Today, the brand has expanded across five continents, with exports to more than 60 countries. Strengthening its vertical integration, since 2017 HELL ENERGY has produced its own aluminum beverage cans at its «QUALITY PACK» plant, alongside its state-of-the-art bottling facilities.
International growth was supported by significant marketing actions that played a decisive role, such as the brand’s early entry into Formula 1 through a two-year partnership with the AT&T Williams Formula 1 team in 2009, as well as a major global campaign starring Bruce Willis in 2018. In 2024, Italian actor and singer Michele Morrone became the face of HELL ENERGY’s latest global campaign, which aired in more than 60 countries. In 2025, global star Megan Fox became the official face of HELL ICE COFFEE, supporting the ongoing international expansion of the iced coffee range.
