HELL ENERGY 20 years – an anniversary film was made about the history of the brand

On the occasion of the anniversary, HELL is evoking in a film the path that led from its launch in 2006 to its international presence and world-class production. The face of the film is Michele Morrone, the protagonist of the brand’s global campaign, whose character and presence convey the dynamics and quality that are familiar from HELL.

The film takes you through the most important milestones: the brand was born in 2006, in 2009, as a prominent stage in international marketing activity, it entered into a cooperation with the AT&T Williams Formula 1 team, with which it became the first Hungarian company to appear as a sponsor in the world of Formula 1, and by 2010 it became the market leader in Hungary.

In the history of HELL, quality is not a promise, but a consciously built system. One of the most important milestones of this was 2017: this was when the company built its own beverage can factory, QUALITY PACK, capable of producing aluminum cans, which raised supply security and quality control to a new level and created a globally prominent strategic position for the brand.

The developments reached a new level in 2024: following the handover of the new factory unit, HELL’s factory complex in Szikszó operates on 83 hectares, and the scale of the capacity speaks for itself: it can produce up to 4 billion beverage cans and 6 billion filled finished products per year. Meanwhile, the brand has also strengthened further on an international level: HELL products are available in more than 60 countries.

The choice of the face of the anniversary film carries the same message. Michele Morrone has already appeared as a defining figure of the brand in HELL’s global campaign, and according to HELL’s communication, his character and appearance naturally fit into the brand world that thinks in unconventional solutions, dynamics and quality.

“The most difficult question for an anniversary film is not what to show, but what makes it real. For these 20 years, the answer was clear for HELL: from the people. From those who build, develop and represent the brand every day, and also from those who choose HELL anywhere in the world. And Michele Morrone gives this idea an international character: he makes the level that HELL has reached visible in one person.”

– said Adrienn Popovics, HELL’s international communications and marketing director

The story of HELL ENERGY is It is about faith, determination, consistent construction and an approach that never stops at “good enough”. The anniversary film brings this pace to the screen: in a tight rhythm, with strong images and emotional weight, it shows how HELL became a Hungarian brand that is now a defining player on an international level.

At the same time, the 20th anniversary is not just a date, but a shared story: of all those who have progressed with HELL over the past two decades, of the teams working behind the brand, and of all those who choose HELL every day. The anniversary film is therefore not only a look back, but also a way out: after the milestones of the past, the next chapter arrives.

The 20-year film can be accessed at the following link.