MontanaBlack, Germany’s best-known social media star, has launched GÖNRGY, a range of exciting new energy drinks in cans that are already flying high thanks to an organically growing online campaign that emphasizes a positive attitude, pleasure and fun.
The name GÖNRGY refers to the German verb “gönnen” (to indulge), and the range is based on a “flavor explosion formula” specially developed by MontanaBlack to convey its pro-pleasure philosophy: that everyone should indulge regularly. Packaged in a 500 ml aluminum can from Ardagh Metal Packaging (AMP), GÖNRGY offers a multi-sensory thrill, bursting with visual energy thanks to an enticing palette of bright blue, raspberry pink and mango orange colors representing Coconut Blueberry, Cheesecake and Tropical Exotic flavors. Each can is topped with a gold tab that adds an extra touch of indulgence to the moment of consumption, and AMP’s Matte Impact finish creates a point of difference that makes the body of the can irresistible to the touch.
GÖNRGY is breaking into the market with a dynamic, social campaign that will maximize its appeal to a gaming-savvy community and social networking lifestyle. MontanaBlack, a gamer, streamer and influencer with more than 20 million followers on his social media channels, is a co-founder of GÖNRGY GmbH, as well as the face of its high-octane promotional campaign, which attracted more than one million views for a teaser video on YouTube in which “Monte” helicopters over to his dedicated development team to check on the product’s progress. Goenrgy_official, a dedicated profile on Instagram, launched in July and immediately became one of the largest German-language energy drink channels on Instagram. However, the company wants to take GÖNRGY beyond the novelty of an “influencer product” and quickly turn it into an independent brand that will shake up the energy drink sector in the DACH region.
GÖNRGY, low in calories and sugar-free, is not only designed to delight the palate with rich and sensual flavors, but also provides a pleasurable stimulus thanks to an innovative blend of gin and ginger.seng, ginkgo and natural caffeine from green coffee beans and green tea, along with useful B vitamins. Joi Samuels, CCO and partner of GÖNRGY GmbH, said, “The GÖNRGY brand is based on positive energy and a ‘treat yourself’ attitude, and our GÖNRGY drinks were conceived from the outset to give a delicious boost to anyone who wants to enjoy a moment of well-being. It was a no-brainer to use AMP’s 500ml can for the range, as it’s a quality package that feels great to drink from, as well as being very accessible and convenient. Working with AMP was also a pleasure, as they were very professional at all times.”
Gerlof Toenhake, Regional Sales Manager for Ardagh Metal Packaging – Europe, said: “The buzz that has already been created on social media through MontanaBlack’s huge fan base is really impressive, and we are thrilled to see the three spectacular GÖNRGY cans looking so good in all the photos and videos. I’d say they’re going to become social media stars in their own right.”
The GÖNRGY cans are filled by Austrian beverage experts Spitz, and are already available in German supermarkets REWE and Kaufland, but will soon be extended to many other retailers.
