TENZING Takes Aim at Rivals with Artificial Sweeteners in Joe Public’s First UK Campaign

Energy drink disruptor TENZING has unveiled a new brand design for its popular plant-based drinks, which will be showcased all over London in an out-of-home campaign launching on 12th September.

Each blend of TENZING will now have the same white backdrop at the bottom of the can – a decision made by the business to hone in on its core ingredients of vitamin C, caffeine and electrolytes. This combo is what sets TENZING apart from other energy drinks; giving you all the energy, without the crash, because the natural formula matches the body’s salt and sugar levels.

TENZING worked with South African agency Joe Public to launch the OOH campaign – Joe Public’s first venture into the UK.

The agency produced TENZING’s new tagline, Life’s too good for bad energy, along with three other slogans:

- Energy so good, it must be super natural. 

- Other energy drinks have an ingredients list longer than a voice note from your mum

- Don’t drink anything you can’t pronounce. Acesulfame K, we’re looking at you. 

Huib van Bockel, TENZING CEO and founder, says: “At TENZING we believe in going all in, aiming for the top of Everest, while at the same time having a lot of fun. We had never quite captured this in a good headline, so when Joe Public came up with “Life is too good for bad energy” we were sold, it is what our product, our team and our brand is all about! And Joe Public have been super fun to work with.”

Jeroen van Eck, founder and strategy director at Joe Public, says: “TENZING is our ideal partner to establish us in the UK. We both share the ambition of disrupting an industry for the better: TENZING in energy drinks, us in UK advertising.

“This was such a fun campaign between client and agencies in London, Amsterdam and Johannesburg. Tenzing is all about providing great natural energy,’ explains Jeanine Vermaak, integrated creative director at Joe Public Johannesburg. "The new positioning is “Life’s too good for bad energy”, which lends itself to tongue-in-cheek, playful headlines to show there’s a much healthier alternative to other players in the British market. Visually, the mountains recall Tenzing’s brand origins, while the fruit speaks to the fresh, natural recipe. We can’t wait to see the designs all over London – hopefully the first of many."

Over the last years TENZING has achieved incredible growth. In a market dominated by the biggest dogs in the business world, they have achieved the impossible with a small team and small budgets. They are now the 3rd largest energy drink in London Grocery. TENZING is becoming the caffeine fix of the new generation. With this campaign they hope to further accelerate that growth.