Germany’s best known social media star MontanaBlack has launched GÖNRGY, a range of exciting new canned energy drinks – and they are already flying high thanks to an organically growing online campaign that emphasises a positive attitude, pleasure and fun.
The name GÖNRGY riffs on the German verb ‘gönnen’ (to treat), and the range is based on a ‘flavour explosion formula’ specially developed by MontanaBlack to communicate his pro-pleasure philosophy: that everyone should regularly treat themselves to something they enjoy. Packed in the 500ml aluminium can from Ardagh Metal Packaging (AMP), GÖNRGY offers a multi-sensory thrill, bursting with visual energy thanks to an enticing colour palette of bright blue, raspberry pink and mango orange that represent the Blueberry Coconut, Raspberry Cheesecake and Tropical Exotic flavours. Each can is topped off with a gold tab to add an extra hint of indulgence to the moment of consumption, and AMP’s Matte Impact finish creates a point of difference that makes the can body irresistible to the touch.
GÖNRGY is blasting onto the market with a dynamic, socially-driven campaign that will maximise its appeal to a gaming-savvy and social media lifestyle community. MontanaBlack, a gamer, streamer and influencer with more than 20 million followers across his social media channels, is co-founder of GÖNRGY GmbH as well as being the face of its high-octane promotional campaign – which attracted over a million views for a YouTube teaser video in which ‘Monte’ helicopters over to his specialist development team to check out product progress. A dedicated Instagram profile, Goenrgy_official, launched in July and immediately became one of the biggest German-language energy drink channels on Instagram. However, the company seeks to push GÖNRGY beyond the novelty of an ‘influencer product’ and quickly develop it into an independent brand that will shake up the energy drink sector in the DACH region.
Accessible and convenient
Low-calorie, no-sugar GÖNRGY is not only designed to delight the tastebuds through rich and sensuous flavours, it also provides a pleasurable lift through an innovative mix of ginseng, ginkgo and natural caffeine from green coffee beans and green tea, along with useful B vitamins. Joi Samuels, CCO & Partner at GÖNRGY GmbH, said: ‘The GÖNRGY brand is founded on positive energy and a “treat yourself” attitude, and our GÖNRGY drinks were conceived from the start to give a delicious boost to anyone who wants to enjoy a feel-good moment. It was a no-brainer to use AMP’s 500ml can for the range, as it’s a quality pack that feels great to drink from as well as being really accessible and convenient. Working with AMP was a pleasure, too, as they were super professional throughout.’
Gerlof Toenhake, Director Regional Sales at Ardagh Metal Packaging – Europe, said: ‘The excitement that’s already built on social media through MontanaBlack’s huge fanbase is really impressive, and we’re delighted to see the three spectacular GÖNRGY cans looking so great in every photo and video. I’d say they’re set to become social media stars in their own right.’
The GÖNRGY cans are filled by Austrian beverage experts Spitz, and are available now in REWE and Kaufland German supermarkets, with expansion to a wide range of other retail partners to follow shortly.