Niekwestionowany lider napojów energetycznych w Polsce, marka BLACK Energy, rozpoczyna wielką loterię, celebrującą kampanię „King of the Night”. Główną nagrodą w zabawie jest luksusowy samochód BMW X1! Na szczęśliwców czeka również codzienny zastrzyk energii i gotówki w 100-złotowych banknotach.
Nocą, gdy miasto budzi się do życia, zawsze pod ręką jest BLACK. Dostępny dla każdego, kto chce zostać Królem bądź Królową Nocy. Bo „Jak noc to BLACK”, czyli eksplozja energii potrzebnej, by królować na każdym polu.
„King of the Night” ma jednak coś więcej do zaoferowania dla swojego dworu. W poniedziałek, 29 kwietnia, startuje wielka loteria BLACK, która potrwa do 29 września 2024 roku. Codziennie, przez 154 dni, będzie w niej można wygrać nagrodę pieniężną w wysokości 100 zł. Zaś na głównego laureata czeka luksusowe BMW X1!
Jak wziąć udział w losowaniu?
Aby wejść do zabawy, należy kupić dowolny napój marki BLACK Energy, zachować dowód zakupu, a następnie zarejestrować się oraz wypełnić zgłoszenie za pośrednictwem strony internetowej: www.blackenergydrink.dobreaktywacje.pl
Wraz z rozpoczęciem loterii wystartowała dedykowana akcji kampania 360. W sprzedaży pojawiły się już produkty z komunikacją loteryjną BLACK. Zaplanowano również szerokie działania reklamowe na terenie całego kraju, obejmujące zarówno OOH, digital, social media, jak i emisję spotów w telewizji.
On December 14th, you can expect an evening filled with adrenaline and the smell of gasoline. The battle for the championship title among the world’s best riders will take place to the roar of engines and the fervent cheers of a crowd of several thousand gathered in Arena Gliwice.
Together with Black, which sponsors the entire SuperEnduro competition series, the riders will deliver a solid dose of top-level sport combined with an incredible show!
At the starting gates, we will certainly see stars such as:
Billy Bolt – four-time World Champion and a true SuperEnduro icon,
Teddy Błażusiak – six-time World Champion and five-time American Champion, the most decorated rider in SuperEnduro history
Dominik Olszowy – Junior World Champion, our pride in white and red, who is fighting with determination for a podium finish in the Prestige class!
BLACK, a brand of FoodCare, one of Poland’s largest FMCG producers, announces the launch of a new, long-term communication platform. This is much more than a single campaign – the brand, which has been No. 1 in the energy drink market in Poland for years and is exported to dozens of markets worldwide, will once again set trends for the entire category. The brand’s manifesto becomes EFFECT BLACK – an impulse that breaks routine, unleashes imagination, and shatters conventions. The energetic refresh of BLACK will be felt as early as the beginning of May.
The energy drink market leader surprises once again
FoodCare, the leader in the beverage and dessert market – a company founded in 1984 by Wiesław Włodarski and managed by him and his team – is today one of the very few such powerful FMCG industry leaders in Poland with 100% Polish capital. Its development model is based on creating brands with very strong identity, recognition
and enormous scaling potential. The company’s portfolio includes top brands such as BLACK, 4MOVE, Frugo, Gellwe, Fitella, Ngine, and Ostromecko. A strong portfolio and focus on continuous innovation, combined with the agility of owner-managed business, have become the key to building exports in 50 countries.
In spring 2025, the company has prepared a major push with its flagship brand: BLACK beverage. The brand, which already holds a 26.3% share of the energy drink market in Poland (MAT AC Nielsen, data in units), has been the undisputed volume leader of this category for years. The new opening is something much more than a campaign – it’s an entire long-term communication platform that will allow us to once again set a new direction for the entire market. BLACK is a brand that has never stood still. Those who don’t develop, fall behind. I can say this much: this is only the beginning of our strong news for this season – says Wiesław Włodarski, CEO of FoodCare and creator of the BLACK brand.
EFFECT BLACK – a new brand image
In a world where everything is increasingly subject to schematic algorithms, BLACK provokes rejection of convention and encourages letting yourself be carried by energy – on your own terms. The introduction of the new brand strategy is accompanied by a 360° campaign, including ATL, BTL, digital activities with a strong emphasis on social media, as well as events and collaborations with creators of urban and alternative culture.
The heart of BLACK’s advertising activities is a 60-second spot that embodies the new brand strategy. In a bold, expressive way, it shows what BLACK’s energy is and its world of values. Link to the spot: BLACK
BLACK is a brand that has never stood still. Those who don’t develop, fall behind. The new communication platform is an impulse to break routine and conventions. EFFECT BLACK is the result of courage, energy, and acting in accordance with the spirit of the times and our consumers.
BLACK is changing not only visually, but also in terms of portfolio evolution. The brand is developing new flavors and consistently investing in the zero sugar segment, responding to the needs of modern consumers.
The energetic refresh of BLACK will be noticeable in stores as early as the beginning of May.
BLACK enters the new season with full force, consistently developing the “EFEKT BLACK” communication platform – awarded the KTR 2025 prize.
The new iteration of the campaign showcases the brand DNA even more powerfully – a raw, urban aesthetic that breaks the mold while remaining universal and accessible to a wide audience.
In parallel, we’re expanding the portfolio, particularly in the 500 ml sugar-free segment, introducing new ‘Efekts’ – flavor variants that are more than just products. They’re experiences and stories that build emotional engagement.
The season kicks off with a 360° campaign – TV, OOH, digital, and influencers – designed to maximize reach while building real engagement