Mike Tyson embodies the power of Black Energy Drink

Last summer I described here in my blog how it happened that FoodCare’s Tiger Energy Drink evolved into Black Energy Drink.  Almost a year passed and now we witness the first big budget, celebrity-endorsed campaign effort which is a clear attempt to boost the awareness of the new brand and win back the customers who remained loyal to Tiger Energy Drink, a brand which now belongs to Maspex, FoodCare’s main rival in the energy drink category.  The decision to hire a famous ex-boxer Mike Tyson as the brand ambassador recalls the origins of Tiger Energy Drink which was endorsed by Dariusz “Tiger” Michalczewski, a successful Polish boxer.

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But as you may see in the first TV ad called “Black&White Room”, Mike Tyson is not his usual rough “beast” character – dressed in a white suit he plays the piano and sings a song about his buddy – a can of Black Energy Drink – which apparently has more guts than Mike himself…

Mike Tyson touts Black Energy Drink on TV, internet ads and on giant megaboards – the campaign’s slogan says:  That’s how Black works!  The tattooed face of Mike Tyson is also featured on a limited series of Black Energy’s cans called Mike Tyson Collection.

Black Energy Drink’s Mike Tyson Collection of cans

As the campaign with Tyson started, FoodCare also kicked off a new brand website for Black Energy Drink – you may check it out at:  http://www.blackpower.pl.  As the CEO of FoodCare announced, the hiring of Mike Tyson as the face of Black Energy Drink is also connected with his plans to launch the brand globally.   The second TV ad entitled “Black Service Vending Machine” features Mike Tyson as the un-typical service man for the Black Energy’s Vending Machine…

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The campaign was created by Testardo Gram agency and planned by MindShare, while the digital part was prepared by Grupa 365 Net.  The spots were produced by Papaya Films and directed by Katarzyna Adamik.