The two new products come with the familiar 32 mg/100 ml caffeine content, enriched with 5 types of B vitamins, and free of preservatives. You’ll find all this sealed in a 100% recyclable aluminum can, which takes you on a truly unique and nostalgic journey.

Capture the moments of summer with the HELL Carnival Edition!

The international star joined the creative process during the filming of HELL’s 20th anniversary film and HELL CITY materials in Hungary. He worked with the HELL team on the concept and appearance of the anniversary can, making the limited edition not only a celebratory product for the brand, but also the result of a true collaborative creation.

The appearance of the HELL 20Y EDITION strongly reflects the significance of the anniversary: ​​the premium gold details, the gold lid, the black opening tab and the emphasized “20 YEARS” visual element make the can both characteristic and memorable. The limited edition aims to celebrate the first two decades of the brand in a worthy way, while also standing out as a collectible, exclusive piece. According to the product communication, the anniversary edition will arrive in March 2026 and is expected to be available for three months.

The anniversary can is also organically linked to the new brand universe that HELL is opening with the introduction of HELL CITY. The 20th anniversary of HELL is not just a retrospective, but the beginning of a new era: the brand thinks in a cinematic, expandable world, in which HELL is more than a drink, a style, a community and a shared experience. Michele Morrone plays a decisive role in this world: not only the face of the campaign, but also part of the creative birth of the anniversary edition.

HELL has become a dominant brand internationally over the past 20 years: its products are now available in more than 60 countries and have achieved market leadership in many markets. The anniversary is therefore both a celebration and a confirmation: it is proof that HELL has grown into a strong, distinctive and internationally relevant brand in two decades.

“The 20th anniversary is not only a celebration for us, but also the beginning of a new chapter. Michele Morrone’s presence during this anniversary period is particularly important, as he is not only the defining face of the campaign, but also connected to this project as a creator. The anniversary can thus simultaneously represent the character of HELL, its international world and the creative approach that has driven the brand for 20 years,” said Adrienn Popovics, HELL’s international communications and marketing director.

HELL ENERGY – 20 years together. And we’re just getting started.

The basic idea behind HELL CITY is simple, yet immediately effective: imagine a city where HELL not only appears, but surrounds you. Where style, confidence, and iconic moments of everyday life speak the same language. Here, HELL is more than a drink: it’s a shared code. Something you understand when you’re in it. And something you want to connect with.

The “city” as a framework works so well because it naturally brings about a sense of belonging: we arrive, we return, we feel familiar, and in the meantime, there is always something happening that makes us want to keep looking, keep going, and come back again. HELL CITY uses this logic to organize everything related to HELL under one heading: appearance, storytelling, and the world of the brand, while also giving space to local voices. This way, consumers don’t just receive messages: they become part of the city and can experience HELL as a community that connects them.

Michele Morrone welcomes us at the gates of HELL CITY, playing a prominent, defining role. He is not simply an advertising figure, but a character in HELL CITY: he is the international face who guides us through the world of the city and who shapes the style, character, and refined quality of HELL into a single, instantly recognizable presence. Morrone’s role sends a clear message: HELL is a global, premium, and contemporary world that is also relatable and connected to everyday life, making it easy for consumers to identify with.

HELL CITY has a modern and distinctive visual appearance: filled with neon lights, cinematic, clean-cut, and instantly recognizable. With cinema-quality visuals and richly detailed world-building, it creates an atmosphere that evokes both iconic images of big-city nights and the familiar feel of the urban worlds of the hottest video games. It is a space where different generations and lifestyles meet: a cool, dynamic, desirable world whose atmosphere sucks you in in an instant.

“Over the past 20 years, HELL has grown into a global community, and now we want to give this community a real home. HELL CITY is not a campaign, but a unified, continuously expandable brand universe: from big announcements to everyday content, from product innovations to cultural collaborations, everything fits into the same world, with a consistent voice and a unified visual system. This shared title allows our consumers, wherever they live, to connect to the same story and experience HELL as a community. Michele Morrone doesn’t just ‘star’ in this city: he is the defining face and character of HELL CITY, the presence that makes it instantly clear what HELL represents today and where we are headed next” – said Adrienn Popovics, Director of International Communications and Marketing at HELL.

WELCOME TO HELL CITY.

To mark the anniversary, HELL has made a film recounting the journey that led from its launch in 2006 to its international presence and world-class production. The face of the film is Michele Morrone, the star of the brand’s global campaign, whose character and presence convey the dynamism and quality that HELL is known for.

The film takes us through the brand’s most important milestones: it was founded in 2006; in 2009, as a standout moment in its international marketing efforts, it entered into a partnership with the AT&T Williams Formula 1 team, becoming the first Hungarian company to appear as a sponsor in the world of Formula 1; and by 2010, it had become the market leader in Hungary.

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

Developments reached a new level in 2024: following the handover of the new factory unit, HELL’s factory complex in Szikszó now operates on 83 hectares, and its capacity speaks for itself: it is capable of producing up to 4 billion beverage cans and 6 billion filled finished products per year. Meanwhile, the brand has also grown stronger internationally: HELL products are available in more than 60 countries.

The choice for the face of the anniversary film conveys the same message. Michele Morrone has already appeared as a key figure in HELL’s global campaign, and according to HELL’s communications, his character and appearance naturally fit in with a brand world that thinks in terms of innovative solutions, dynamism, and quality.

“The most difficult question in an anniversary film is not what to show, but what makes it real. For HELL, the answer was clear for these 20 years: it’s the people. Those who build, develop, and represent the brand every day, and those who choose HELL anywhere in the world. Michele Morrone gives this idea an international character: he embodies the level that HELL has reached,” said Adrienn Popovics, HELL’s international communications and marketing director.

The story of HELL ENERGY is one of faith, determination, consistent development, and an attitude that never settles for “good enough.” The anniversary film brings this momentum to the screen: with a fast pace, powerful images, and emotional weight, it shows how HELL became a Hungarian brand that is now a major player on the international stage.

However, the 20th anniversary is not just a date, but a shared story: it belongs to everyone who has been with HELL over the past two decades, to the teams working behind the brand, and to everyone who chooses HELL every day. The anniversary film is therefore not just a retrospective, but also a roadmap: after the milestones of the past, the next chapter is coming.

HELL ENERGY – 20 years. Together. And we’re just getting started.

The new flavour is a symbol of freshness, dynamism, and thoughtful choices—a modern alternative for those looking for the perfect companion for their energetic lifestyle. The characteristic taste of green apple gives your day a boost – all without sugar and without compromise.

Spice up every day with HELL ZERO GREEN APPLE!

The HELL Sparkler contains 32 mg/100 ml of caffeine and 5 types of B vitamins, all without preservatives. What’s more, it comes in an aluminium can which is 100% recyclable without any loss of quality.

Make a toast with a HELL Sparkler this year! We wish you a Happy New Year!

HELL Apple Pie brings the warming harmony of apple and cinnamon flavour, as if you were biting into a freshly baked apple pie.

HELL Candy Cane evokes the iconic Christmas candy experience: sweetly refreshing taste, yet distinctive, it instantly puts you in the holiday spirit.

Behind the magical Christmas design, you’ll find the well-known HELL quality: 32 mg/100 ml caffeine content, 5 types of B vitamins, no preservatives, and of course, 100% recyclable aluminum cans without any loss of quality.

Get into the festive spirit with HELL’s limited edition winter flavour!

The excitement of life lies in the details: the roar of the engine, the rush of the wind,
and the loyal companions who stand by Morrone through every challenge in the form
of his puppy and his favorite HELL energy drink.

For the movie star, traveling is not just about reaching his destination, but also about
living every moment and appreciating all that everyday life has to offer.

Check out the movie for yourself!

The special event took place in a scenic location on the shore of Lake Maggiore. As part of
the program, guests explored the breathtaking island of Isola Bella, one of Italy’s most
romantic and iconic landmarks. Following the trip, the most awaited moment of the evening
unfolded in an elegant setting: a gala dinner where guests had the chance to meet the face
of the HELL campaign, Michele Morrone, in person. The Italian star warmly greeted the
international guests, expressing his gratitude for the heartfelt welcome and his joy at being
part of such a unique experience of the community alongside the HELL brand. The
atmosphere was made even more unforgettable by a fantastic live band, seamlessly
blending the charm of Italian lifestyle with modern elements.

By the end of the evening, a truly intimate and special atmosphere had taken shape. Guests
not only shared a dinner with the star, but also had the opportunity to take photos with him,
turning the experience into more than just a memory, but something to hold onto as well.

“When we envisioned this promotion, our goal wasn’t just to offer material prizes, but to give
real, inspiring moments. A truly special evening that participants will happily talk about even
years later. This event perfectly reflects how much our consumers mean to us. We wanted to
give every winner a premium brand experience, one that means style, appreciation, and a
genuine sense of connection,” said Adrienn Popovics, Marketing Director of HELL ENERGY.

HELL’s promotion was bigger than ever before, attracting millions of participants from nine
countries. While the grand prize, a brand-new Mercedes-AMG A35 was impressive on its
own, the evening spent with Michele Morrone undoubtedly became one of the most
memorable highlights of the campaign.

Want to see what happened? Watch the video from the event!