Natural energy drink Tenzing has been given refreshed packaging alongside an extensive marketing campaign in the UK.
The brand has launched its first out-of-home campaign, which will run as 48 sheets across 18 sites in central London, including Oxford Circus and Piccadilly Circus.
Following a collaboration with UK design studio Otherway, new packaging has the natural plant-based energy message at its core and uses the strapline ‘natural ingredients, with mountains of energy’, in a move to bring to life the inspiration for the brand’s recipe.
Tenzing was launched in 2015 by ex-Red Bull marketer Huib van Bockel in partnership with Jamling Tenzing Norgay, the son of Sherpa Tenzing Norgay, who was the first man to climb Mount Everest with Sir Edmund Hillary.
The beverage falls below the UK’s sugar tax threshold, with 4.9g of sugar per 100ml can and is made from six ingredients: green coffee, guarana, beet sugar, Himalayan rock salt, green tea, and lemon juice.
To create a natural energy alternative, Huib van Bockel spent a year travelling the world and researching the core natural ingredients for the energising drink. It was during this time he discovered the uplifting brew of the Himalayan Sherpas. This inspired both the recipe and brand name. He continues to work with family of the late Sherpa Tenzing, investing 5% of profits into funding environmental projects in the Himalayas.
Huib Van Bockel said: “The recent sugar tax means there is a worrying trend towards brands trying to reduce their sugar levels by replacing them with artificial sweeteners instead of actually taking the sugar out.
“We are proud to be leading the way with an energising drink which contains low levels of sugar along with carefully selected all natural ingredients, giving the drink a fresher and cleaner taste, with the same energy credentials.
“We know that people value natural, high-quality products, that have clear provenance of ingredients, and we have achieved just that. We’re thrilled with the overwhelming positive response and are looking forward to an exciting few months ahead.”
Tenzing is available in the UK in 250ml cans, retailing at £1.29.
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