HELL ENERGY is a young successful player of the two-decade-old and dynamically developing energy drink scene and market. HELL is also one of the most vigorously evolving FMCG brands, which is proven by its short road to success and exploding export markets. The brand which was born in 2006 became a dominant competitor in the international markets within three years. Being a top choice of consumers in several markets it is now available in more than 40 countries worldwide. The secret of HELL ENERGY lies in exceptional quality, the brand’s perfect price/value ratio, wide availability (we aim to achieve a 70% distribution in each country) , the international marketing communications background and last but not least the brand’s positioning according to the consumer needs. Among the first steps of international expansion we attended several key international food and beverage exhibitions, including Anuga in Cologne, SIAL in Paris and the World Food Expo in Moscow, where HELL won the „Best NEW Market Entrant” and the „Best Energy Drink” prizes. The key values besides the world-class flavour and design are competitive marketing strategies and communication. The slogan, “Gives you power like Hell” lines up all the values enabling the consumers to overcome their daily challenges and escorts them to the worlds of sport and entertainment.