Stockholm-based creative agency Perfect Fools has won the global account for Battery Energy drink, with a brief to reinvent its communication within the energy drinks sector.

Launched in 1997, Battery Energy is owned by Finnish brewing and soft drinks company, Sinebrychoff, a subsidiary of the Carlsberg Group. The drink is Sinebrychoff’s biggest and best-known export brand, sold in about 25 countries worldwide.

Communications steer

Perfect Fools is tasked with steering the communications strategy for the brand across all channels – both owned and paid – including campaigns, activations and social media to help it connect with consumers.

It will identify cultural trends and interests where the brand can naturally be placed as part of those communities.

Laura Niskanen, group brand manager, non-alcoholic beverages at Sinebrychoff, said: “Perfect Fools’ creative approach to brand-building is exactly what’s needed for Battery Energy as we reboot existing markets, expand into new territories and launch new products. The agency’s experience in bringing brands to a global stage will cut through in a crowded, yet exciting market.”

According to Euromonitor International, the global energy drinks market will continue to grow rapidly over the next four years. It reports global sales of energy drinks reached €38.2bn in 2015 and will tip €53.4bn by 2020.

Klas Lusth, creative director at Perfect Fools, said: “Battery Energy is a strong and exciting brand with huge potential. We believe in brands that stand for something and marketing that’s relevant to popular culture and lifestyle. Together with the team at Battery and Sinebrychoff we will take the brand to the next level.”

Perfect Fools’ work on th ebrand has already begun, with the new brand platform expected roll out during Q2 2017.

Perfect Fools is part of the hasan & partners Group, selected by Sinebrychoff as its new creative partner earlier this year.