In 2018, the brand’s communication reached a new level: Bruce Willis joined HELL’s international campaigns as a brand ambassador. The collaboration lasted until February 2024 and was extended three times, contributing to the strengthening of the brand’s international recognition.

Since 2024, Michele Morrone has been the face of HELL’s campaigns, authentically representing the dynamism and ambition that has become the brand’s trademark. Morrone has been a key figure in several international advertising campaigns.

In 2026, the company celebrates its 20th anniversary. Over the past two decades, HELL ENERGY has developed into a portfolio-based enterprise: it has built up several brands with a global, long-term vision. The group’s portfolio includes international stars such as Eva Mendes and Megan Fox, who represent the company’s other brands.

Social responsibility is also an important pillar of HELL ENERGY’s operations: the company organizes charity initiatives every year and regularly supports those in need.