Our Action Serbia team has been hard at work supporting Hungarian brand HELL ENERGY – one of the world’s leading energy drink manufacturers – with the roll out of their new advertising campaign featuring one of the silver screen’s most iconic action heroes Bruce Willis as its ambassador.

The new ad starring the legendary actor, and the celebrity-driven campaign, were launched simultaneously in nearly 50 countries around the world in April 2018. The Action team provided full PR support in Serbia to build up interest surrounding the star, establish a connection between the star and the brand, develop media partnerships, and engage social media influencers to boost the buzz surrounding the campaign.

The centerpiece of the PR strategy was the PRESS PARTY powered by HELL ENERGY, organised in Belgrade’s club Square to mark the kick-off of the campaign. Journalists and celebrities had the opportunity to enjoy the taste of the King among energy drinks, socialise and test their pop trivia know-how with a quiz game centred around the life and career of Bruce Willis. Those that emerged victorious had the opportunity to win limited edition, autographed HELL branded items such as T-shirts and hats. The awards were presented to the winners by famous Serbian action star Vuk Kostic, the special guest of the event.

The distribution of the press release announcing the campaign itself generated over 50 articles in the market’s top tier general and lifestyle media. Together with the Press Party, all activities resulted in more than 130 media mentions in general, business, trade, lifestyle and other media, in addition to significant buzz on social media.

This also comes on the heals of the successful launch of the HELL ENERGY campaign in Ukraine, for which Action also provided full PR support.