Han(f) im Glück – Campaign launch for 28 BLACK Hanf

Luxembourg/Berlin, January 15, 2020. Even though hemp products are now very trendy and are conquering the shelves in stores, the question remains as to how the sustainable and versatile crop with its sometimes dubious image can be brought closer to consumers who are not only keen to experiment. With the energy drink 28 BLACK, the decision was made to do this with a wink and to design the campaign for the latest line extension "Hemp" in this spirit.

"We specifically involved the 28 BLACK fans in the campaign design by letting them vote under the motto "It's in your hemp" on which motif would be seen on our large-format and giant posters across Germany from the end of January," says 28 BLACK Marketing Director Felin-Joy Sade. "The absolute favorite and therefore winning motif was "Hemp in luck". With the aim of addressing consumers in their immediate living environment, the cross-media campaign was expanded for the first time to include ambient media in addition to digital and classic channels such as online advertising, social media, TV, cinema, print, giant posters and large-format displays. "There are a lot of cool sayings about hemp, so it was a no-brainer to print them on postcards and have them distributed nationwide via Edgar Freecards in the hotspots of our target group," says Felin-Joy Sade happily.

The line extension will be available in stores and restaurants from January. The hemp infusion that gives 28 BLACK hemp its light tea taste is free of THC and CBD and has no intoxicating effect. Like all 28 BLACK varieties, 28 BLACK hemp is also taurine-free and has been awarded the V-Label, making it perfect for vegans, vegetarians and flexitarians, as well as gluten and lactose free.