Mango to go: 28 BLACK Sour Mango-Kiwi

Luxembourg/Berlin, 29 November 2016. It’s yellow, twice as fruity and sparklingly sour: the new Sour Mango-Kiwi variety from the energy drink 28 BLACK. And it also boasts the new look that will be sported by all 28 BLACK varieties on shelves as of 2017.

The innovative mix with the fruity-sour flavours of mango and kiwi is unique in the field of energy drinks, and offers the flavour that millennials are looking for. Packaged in a sunny orange-yellow can, Sour Mango-Kiwi not only delivers the taste of summer, but also a burst of bright, sunny colour to lighten the mood of even the greyest winter day.

The launch of the Sour Mango-Kiwi flavour also marks the introduction of the new design in which all 28 BLACK varieties will soon be setting the scene. In order to increase the visibility of the “28 BLACK” brand name, starting in 2017 every variety will feature more of the colour black in its packaging. Nicole Rezgui, Managing Director of CALIDRIS 28 Deutschland GmbH, which is responsible for marketing and distribution of the energy drink in Germany, explains: “By including the colour black on all 28 BLACK cans, it is clear that the products belong together at the POS. As a result, the individual varieties have now been transformed into a product family with a clear brand message that is visible from afar: ‘We are 28 BLACK’.” In addition to more black on all of the cans, graphic elements help provide an extraordinary and unmistakable design and greater style at the POS. The cans continue to be distinguished by their clear lines and the “Bird & 28 BLACK” logo, ensuring that these beverages remain instantly recognisable. Nicole Rezgui: “The launch of the new Sour Mango-Kiwi flavour marks the introduction of the new 28 BLACK look, and the other varieties will be updated successively during the first weeks of 2017.”

The 28 BLACK Sour Mango-Kiwi product launch will also be accompanied by a comprehensive package of marketing measures, including extensive television spots, large-format advertising right at the POS, a print advertising campaign, free samples, social media activities and a special online game with a contest being employed to generate additional interest across all channels. Sales promotion at retailers will include eye-catching displays that match the design of the cans, helping drive people to try the product and make impulse purchases.

Like all 28 BLACK products, 28 BLACK Sour Mango-Kiwi contains no taurine or artificial preservatives, is lactose-free, gluten-free, and suitable for a vegan lifestyle. The new Sour Mango-Kiwi variety will be available for retailers starting in Week 48 and can be ordered from the online shop at

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