The advertising campaign involved Adam Darski and was controversial. In May 2012, the drink was introduced in Poland following a license of the brand by Agros Nova. The company denied they had organised the stunt, but admitted supplying free drinks and posters to the soldiers. In September 2009 a group of New Zealand soldiers were sent home from Afghanistan after photographing themselves posing with a bomb carrying an advertisement for Demon and sending the photograph to the company. The safety of energy drinks was subsequently referred to Food Standards Australia New Zealand. In August 2009 a 15-year-old girl collapsed after drinking several of the company's "Energy Shots", leading to calls for the drinks to carry mandatory warning labels. The original Demon Energy is sold in aluminum cans and plastic bottles, and comes in an array of variations that include Demon Killa Tropo (a blend of 40 Demon Energy and 60 orange juice), Demon Killa Cola (a mixture of Demon Energy and cola), as well as a sugar-free version. An investigation by the New Zealand Herald found that the drink's caffeine levels were more than ten times the legal limit. The release sparked an investigation into caffeine levels in energy drinks by the New Zealand Food Safety Authority. In May 2009 the company released an "Energy Shot" containing 200mg of caffeine, twice as much as the average flat white. In February 2009 the company was found to have breached advertising standards by the Advertising Standards Authority for using sexual appeal to sell its product. ![]() ![]() In late 2016 Demon Energy released Hell Fire. Variations include Demon Killa Tropo, a mix of 60% orange juice and 40% Demon Energy Demon Killa Cola which is Demon Energy with a mix of Cola and a sugar free version.
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