28 Black (Schwarze Dose 28 in German) is the first natural energy drink based on the Açai berry.
We won the competition and were asked to develop a global campaign that would implement the new product
in Germany before release to the international market.
In order to distinguish 28Black from the mainstream energy drinks, we decided to target the « Creative Class »
(media, fashion, architecture, etc.) and create a campaign based on the idea of Premiumness. 28Black became the first
premium energy drink seen as a status symbol.
The claim « The day has 28 hours » refers to our target group's lifestyle, who are so busy that 24 hours per day are not enough.
28Black enables them to have a 28 hour day, so 4 hours more to live and be more creative.

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