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effect
®
new sales
dimensions
Portfolio
we at effect® are conquering
new sales markets
for your success!
We stay true to ourselves – and have done so since 2002.
And we are always inventing new things. In terms of flavours.
In terms of look and in our own laboratory.
We are CLASSIC ENERGY – the benchmark within the
energy segment as a whole with overall growth of 4.8 %.1
We are FLAVOURED ENERGY – with unique flavours
and packaging.
We are FORCE ENERGY – with essential amino acids
for increased muscle energy.
We are PREMIXES (10 % ABV ) – with the best
classic
9 MILE VODKA for unforgettable party nights.
flavour
1
Source: Nielsen energy drinks market check
Food retail sector + health and beauty retailers + drinks cash and carries, moving annual total of conv.sales,
2 week 26, 2018, to week 26, 2019 ( year-on-year comparison )
force
energy
premix
discover our
new sides.
enter.
3
Portfolio
our thirst quenchers
that are hungry
for success!
we are known for our strong
sales ideas. our latest idea is called:
force energy.
A strong brand is at home everywhere: in more than
effect® effect®
50 countries around the world, at 40,000 food retailers energy energy
CLASSIC ZERO
and in more than 10,000 food service outlets.
And, since early 2020, in the BCAA drinks segment too.
Why? Because we develop just the right products
to satisfy people’s demands.
classic
effect®
energy
VOLTAGE
effect®
energy
PUSHD TRULY ZERO
effect®
energy
PUSHD
flavour
effect®
energy
BLACK AÇAI
effect®
energy
MASSIVE GUAVA
effect®
energy
SHOCK
4
greater sales with effect® force energy and
2,500 mg of BCAAs per 0.5 litre can.
Now is the perfect time to position the effect® brand more
broadly. Our force energizers impress new target groups with
fresh and innovative flavours. We therefore anticipate another
quantum leap in the turnover universe.
effect® effect® effect® effect®
force energy force energy force energy force energy
PERFORMANCE SHREDDED XPLODE RIPPED
Super Berry Cola Crush Tropical Blast Pear Boost
force
energy
effect®
VODKA & ENERGY
effect®
RUBY ROCK
VODKA & AÇAI
premix
there’s no arguing with our
effect® flavours with 102 % growth.1
The PUSHD, PUSHD TRULY ZERO, VOLTAGE, MASSIVE GUAVA,
SHOCK and BLACK AÇAI recipes developed in our effect® laboratory
strike out in their own direction in terms of flavour and aesthetics.
They are unadulterated, exciting and turnover-oriented. Give them a try!
1
Source: Internal MBG data, comparison of sales of effect® in hectolitres in 2018 and 2019 with no discounts 5
Statistiken
the empirical figures
send a clear message –
and that message is effect®!
effect® has grown continuously since its market launch.
in 2018 /19, it grew by an impressive 4.8 %1.
effect® delivers: unmistakable flavours, a unique variety of trading units and
top quality. We achieve this because we do not leave anything to chance,
analysing and using consumer data, sounding out the market and seizing
opportunities. And above all, researching formulas that sell well over the long
term. This is effect®’s formula for success and this will pay off for you!
102 %incredible sales growth 2 of the effect® flavours
1
Source: Nielsen energy drinks market check
Food retail sector + health and beauty retailers + drinks cash and carries, moving annual total of conv. sales,
week 26, 2018, to week 26, 2019 ( year-on-year comparison)
6 2
Source: Internal MBG data, comparison of sales of effect® in hectolitres in 2018 and 2019 with no discounts
effect® increases its sales sold effect® cans4
with selected key accounts3
98.593.496
Sales 29 %
growth
in % 25.6 %
3.7 %
1.1 %
Markant real Rewe Edeka
The mental energizer is boosting its sales performance
with huge growth rates in the retail sector too.
57.326.800
distribution of effect®1
50 % 72 %
Weighted
Numerical
distribution
distribution
28.180.000
development of trading units in
the energy drinks segment3
Sales
growth
17.5 %
in % 14.5 %
11.1 %
5.5 %
0.25 l can 0.33 l can 0.5 l can 1.0 l PET
bottle
effect® comes in just the right size for every drinking
preference. The 0.5 litre can is particularly popular,
achieving the strongest sales growth of 17.5 % in the
energy drinks segment. 2009 2014 2019
3
Source: Nielsen energy drinks market check
4
Food retail sector + health and beauty retailers + drinks cash and carries, year to Source: Internal MBG data, total volume of effect® sales in hectolitres, conv.
date, conv. sales in weeks 1–26, 2018, vs. weeks 1–26, 2019 (half-year comparison) into 0.25 l cans 7
Bundesliga
major effect®
presence in football,
with 690 m contacts 1
in the bundesliga.
effect® catches the attention of millions of eyes
on perimeter advertising.
Football is all about emotions. It moves the masses in Germany, in Europe
and all over the world. 85,000 fans in Dortmund. 26,000 fans in Bielefeld.
Plus 5 million viewers of the G
erman television football reporting named
Sportschau and 1.4 million viewers on Sky. Every week. And in the midst
of this is effect®. On perimeter advertising as far as the eye can see.
Surrounded by an atmosphere that gives you goosebumps.
We are a visible part of the teams. We have exclusive serving rights in
Dortmund and regularly offer thousands of cans as samples live on-site at
our partners’ stadiums, thus directly tickles the fans’ taste buds. In o
ther
words, we turn the football pitch into our brand’s playground. We take
the enthusiasm at the stadiums and transpose it directly to retail spaces
throughout Germany.
The result:
increased shelf movement, greater sales and higher turnover.
8 1
Cumulative figure for BVB, SCP, DSC + Wolfsburg perimeter advertising for the whole of 2019
pure enthusiasm.
and effect® plays
with bvb.
More than
85,000
spectators at Dortmund’s
Signal Iduna Park
24,454
BVB fans: the Yellow Wall
is Europe’s biggest
standing terrace
Around
6.7 million
fans and 25 million
supporters
All eyes on the game: no matter if at BVB or at
the Schüco Arena in Bielefeld, effect® reaches
an audience of millions with its football-related
activities. An additional of 5 million viewers are
gained only through the German television
football reporting named Sportschau.
9
Bundesliga
500,000 free cans
as support for football fans
throughout germany!
special cans in the clubs’ colours together with the effect® logo
Close to the fans, close to the consumers: n
umerous In particular, the timing of the the large sampling
partnerships such as promotional cans for our promotions before the game generates a highly emotive
Bundesliga and Esports advertising partners and many momentum which has a lasting effect and sustainably
other fan tools such as mousepads and caps create strengthens the effect® brand.
an intensive brand experience.
special limited
editions
Binding the fans and the
clubs together: the specially
developed limited edition for
Borussia Dortmundis h
ighly
coveted collectors’ item.
Previous sponsorships include
special limited-edition effect®
cans for the esport divisions of
VfL Bochum and VfL Wolfs-
burg. The fans are kept wide
awake during the match by
the stimulating effect of the
caffeine and get a unique fan
item to take home.
10once you’ve tasted effect®, there’s no going back
Regular sampling promotions outside of stadiums
put the effect® taste directly in the fans’ mouths.
Other tools are regularly used such as cool caps and
mousepads, providing fans with plenty of things that
highlight the effect® logo.
11Esports
esports thrill
as many spectators as
the champions league.
the esports market is set to grow by around
23 % per year over the next five years.1
Who would have thought that Esports would take off like this – and do
so globally too? We at effect®! Because we sound out markets, analyse
developments, understand the consumers’ wishes and turn our results
into excellent products. Because we seek out platforms with huge p
oten-
tial and make effective use of them with a carefully considered mix of
sponsorship and advertising.
12 1
Source: Deloitte esports study 2019sports event audiences
480 m
453.8 m
98.2 m
Super Bowl Champions Esports events
2 4
2019 League final 2018
3
2018
2
Source: Nielsen, 2019
3
Source: https://www.one37pm.com/
4
Source: Newzoo Global Esports Market Report 2019
60 %
more spectators for the
FIFA EWORLD CUP final5
in 2019.
5
Source: FIFA, 2019
development in global
esports turnover 6
$ 1,790 m
$ 1,566 m
effect® gaming house
$ 1,340 m
Since 2017, the FC Schalke 04 Esport
$ 1,096 m
gamers have been training at the effect®
gaming house in Berlin. The energy $ 865 m
drink is ever present on the ‘digital
sidelines’, helping the gamers with their
mental commitment.
2018 2019 2020 2021 2022
6
Source: Newzoo Global Esports Market Report 2019
13Esports
effect® on the air. The energy drink also
features heavily in the TV show ‘ran
eSports – Professional. Gaming. Maga-
zine.’ shown on ProSieben MAXX.
21.1 % of the target
group was reached1–
effect® sponsorship
on ‘ran eSports’.
15-second effect® TV commercial
on ProSieben MAXX.
effect® presented the weekly ProSieben MAXX show
‘ran eSports – Professional. Gaming. Magazine.’.
This resulted in no less than 57 million contacts being
generated in 2019 with the co-branded commercial
alone, which was viewed on average 3.6 times.1 In
addition, another 17 million contacts were generated
through sponsorship and digital measures. The effect®:
an incredible 74.19 million (gross) contacts!1
The focus is on, among others, the computer games
Counter-Strike: Global Offensive (CS:GO), League of
Legends (LoL), FIFA and Madden NFL. In the show,
news, game highlights, leagues and events are analysed
together with different experts each week. In extension,
various effect® ads are integrated into the ‘ran eSports’
digital platforms, such as banner advertising in their
apps.
14 1
Source: SevenOne Media74.19 m
contacts (gross) in total1
(co-branded commercial,
sponsorship and digital
campaign)
21.1 %
was reached with an average
watch time of 3.6 times from
the commercial 1
15Esports
eyes on the prize: effect® is
stepping up its sponsorship of
FC Schalke 04 Esports.
support for FC Schalke 04 Esports, VfL Wolfsburg E-Sport and VfL Bochum
1848 eSports – and a big boost for effect®.
It is estimated that around 557 million people around effect® being positioned as a mental energizer fits per-
the world will be consuming esports competitions by fectly with Esports, as it’s all about speed, tactics and
2021. And effect is always on the game! As the
1 ®
finesse. The traditional energy drink ingredients – caf-
current sponsor of FC Schalke 04 Esports and a former feine, taurine, inositol and glucuronolactone – are very
partner to the VfL Wolfsburg E-Sport and VfL Bochum popular among gamers. The added vitamins B 2, B 12
1848 eSports teams, we reach millions of fans through and B 6 help to reduce tiredness.
the most popular gamers on the scene.
16 1
Source: Newzoo Global Esports Market Report 2018gaming in figures
34.3 m 557 m
schalke relies on esports – people in Germany people around the world
occasionally play will be consuming esports
and on effect® games3 competitions by 20214
About 115 million people around the world
are playing the fantasy online game League
of Legends (LoL). The 2018 world finals were
followed by no less than 99 million fans.2 In July € 4.4 bn € 2.8 bn
is the sum generated turnover in the first
2018, the energy drink signed its third spon- 6
by the German gaming half of 2019
sorship contract in the Esports sector of the
German Bundesliga clubs with FC Schalke 04 industry in 20185
Esports.
3
Source: GfK, August 2019
4
Source: Newzoo Global Esports Market Report 2018
5
Source: Game, 2018
2
Source: Statista 6
Source: GfK, August 2019
strength and concentration
for the bite of the wolves
Starting in 2017, effect® enjoyed a high profile
as an official supporter of the team VfL Wolfs-
burg E-Sport. With co-branded strips, promo-
tions, contests and meet and greets. In other
words, whether you’re a player or a fan, there’s
no overlooking of effect® in the world of gaming.
17OOH / Digital
more than 63 m visual contacts
Alexanderplatz, Berlin. More than 100,000
visitors a day! The ‘Alex’ in Berlin is one of
Europe’s busiest squares. Resulting in huge
awareness for effect®.
Wandsbeker Chaussee, Hamburg
A23 Traffic Tower, Hamburg
338 m2 of optimally placed
outdoor advertising1
Reeperbahn, Hamburg. effect® shows
those visiting Hamburg’s red-light district Velodrom, Berlin
what a true Reeperbahn big hitter looks like!
18 1
Source: B.A.B. MaxiPosterberlin,
hamburg,
world wide web!
effect® is present at highly frequented
effect® achieves
places – both on and offline.
media penetration
of 56 m.2
We know a thing or two about having an effect, as also
demonstrated by our out-of-home campaign. 100,000 It is easy for effect® to
people cross the Alex square in Berlin every day. So engage with – and get
naturally, we catch people’s attention with a large adver- itself talked about by – its
tising poster. We demonstrate greatness at a glance on target group on YouTube,
Hamburg’s Reeperbahn and at highly frequented motor- Instagram and Facebook!
way points too. And then there’s online advertising: with Media penetration of
spendings of more than a million euros for Digital Twitch, 56 million was achieved via
Facebook, Instagram, ran eSports digital and YouTube, we the effect® social media
position the effect® brand within the relevant channels. channels in 2019.
Source: Internal MBG data,
2
digital evaluation 19POS Platzierungen
effect® gets in
on the game!
The sturdy, high-quality football
table boasts quality elements –
and plenty of space for clearly
visible effect® branding!
taking it easy with effect®
The weatherproof 140 × 180 cm
beanbag is flame-retardant and
UV-resistant. It’s a faithful friend for
indoors and out.
20makes cash
registers ring.
effect® as an
eye-catcher.
effect® stands out and catches
people’s eye with its unusual ideas.
Grabbing people’s attention with attractive set-ups and
boosting sales with promotions – that’s a job for effect®!
Be it a football table, a beanbag or a stylish branded
effect refrigerator: Widespread availability and listings at
all relevant key accounts is gained. It’s hard to overlook
effect® in the retail!
21Brandings
tailored effect®
room concepts in the
food service sector.
effect® creates an at- We plan entire concepts with the with standardised effect® communi
restaurateurs and interior designers. cation in outlets in the cities. We
mosphere and visibility
The design of individual food service develop furniture which is tailored
with elements or with elements such as counters or DJ to the venue, such as exclusive bar
entire room concepts! desks is given effect brand visibility
®
tables with sophisticated lighting
too. As such, we combine the bar and integrated ice buckets in the
operators’ desire for unique design effect® style.
22café europa in bielefeld
XXL LED wall created by effect®
gives the dance floor a facelift.
LED acrylic glass poseur tables with
branding surround the dance floor and
round off the brand’s visibility.
xxl led wall the hands-on effect® stylised ceiling lights
A matrix of 35 fields. 18 flat screens Ice buckets integrated into custom These reflect the effect® logo and
and 17 laser-cut effect® logos. furniture are just one of the brand create a strong brand image at the
communication highlights. 5 Elements nightclub in Wildeshausen.
23POS Material
effect® tools:
masters of
unique servings.
clever serving tools
increase sales significantly.
Presentation matters. The effect® serving tools combine
aesthetics with ease of use and are therefore a perfect fit
for the brand. The high-class serving tools were designed,
having the highest standards in mind. The puristic design
language, the lush matt red colouring and effect® branding
on both sides boost the brand’s visibility to an exceptional
level – right in front of the guests.
360° cooler
Two doors,
quicker access,
double the fun.
spotlights
effect® sends a
clear signal to the
guests with eye-
catching neon signs.
24effect® mini cooler
The warm interior lighting
attracts the attention
of people at the bar!
serving tools
There are three
styles of effect®
serving tools:
Luxury, Wave
and Square.
25Classic Energy
effect® classic:
sweetens your sales,
with or without sugar.
a strong brand with two classics
Consumers around the world are impressed by the classic flavour with
sugar. We are always demonstrating real innovation in our effect® laboratory:
effect® zero as a sugar-free version gives people a sweet taste without the
use of sugar. Nor does it taste of an artificial sugar substitute.
This development achieved in the effect® laboratory has paid off and
demonstrates what the brand is capable of!
26two cans with one thing
in common: sales!
This perfect pairing will put you in pole
position in the race for increased sales.
with energy
compounds
27Flavoured Energy
the kick-starters
in the turbo segment,
energy.
effect® energy
PUSHD
the new sales boosters – Tastes sweet and
provides just the right
developed in the effect® stimulating push
laboratory! effect® energy effect® energy
MASSIVE GUAVA SHOCK
A pink liquid that An innovative flavour with
With 4.8 %,1 effect® boasts the tastes sweet and ginseng and guarana
fruity
strongest sales growth in the
German energy drinks market. We
are consolidating this position at a
breathtaking pace: after 15 years,
we began to develop energy drinks
with new flavours in 2017. All the
new flavours and packaging de-
signs are the result of sound target
group and market analyses. They
win over new customers and keep
the existing ones loyal to the brand.
1
Source: Nielsen energy drinks market check Food
retail sector + health and beauty retailers + drinks
cash and carries, moving annual total of conv.sales,
week 26, 2018, to week 26, 2019 (year-on-year
28 comparison)102 % sales growth 2 –
in just 365 days!
Our target group is open to new trends. In addition to
the traditional products, the market demands innovative
designs and new and diverse flavours. Test the taste
and see the difference.
effect® energy PUSHD effect® energy VOLTAGE effect® energy BLACK AÇAÍ
TRULY ZERO Its slightly sweet and sour Halal-certified, delicately fresh
Impresses on the tongue notes make it sparkle sweetness with guarana
and as a sugar-free pleasantly on the tongue and ginseng notes
version too
all flavours with
energy compounds
2
Source: Internal MBG data, comparison of sales of effect® in hectolitres in 2018 and 2019
with no discounts 29FORCE ENERGY
effect® force energy:
bcaas and energy for
more turnover.
2,500 mg of bcaa per 0.5 litre can.
with no sugar, fat or calories!
effect® force energy
We asked ourselves: how can we supply muscle cells PERFORMANCE Super Berry
with even more energy? Our solution is extremely A full-bodied and fruity, aromatically
delicious and highly effective thanks to the combi refreshing berry flavour!
nation of the essential amino acids leucine, valine and
isoleucine in the ratio of 2:1:1. This boosts the release
of insulin in the body and carries more glucose to the
muscle cells, which releases more energy and slows
down muscle loss. BCAA are branched-chain amino
acids. These make their way into the muscles via the
blood, which explains their fast effect.
» Energy drink with BCAA and carbonic acid
» 2,500 mg of BCAA in every can
» Always to be placed alongside traditional
energy drinks
» BCAA are essential branched-chain amino acids
» The body needs essential amino acids, but is
unable to produce them itself
» The addition to a workout
» Modern drinks for fitness-oriented consumers
» Blend of leucine, valine
and isoleucine in a 2:1:1 ratio
» Sugar-free, fat-free, calorie-free
» Vegan
» For hard workouts, long workdays
and tough challenges
30effect® is taking BCAA drinks from
the gym and putting them in the market.
Gyms are a booming industry. The number of people signing up
for gym membership has been on the rise for years. The figure
for 2018 was in excess of 11 million – with 4.3 million even
exercising more than once a week.1 More and more, society is
focusing on fitness and awareness. effect® FORCE ENERGY is
now generating greater retail sales with 2,500 mg of BCAA per
can and four exciting flavours. We are ready to push your sales.
Are you?
effect® force energy effect® force energy effect® force energy
SHREDDED Cola Crush XPLODE Tropical Blast RIPPED Pear Boost
Intensive cola notes meet a fantastically Exotic and tropical meets a A juicy and sweet pear flavour
fresh citrus flavour! bombastic fruit flavour! that’s punchy and refreshing!
four types, one trading unit
All four types are sold in retail in 0.5 litre cans. The packaging really
hits the spot, so to speak. The dots are organically joined to one
another and are reminiscent of the branched-chain essential amino
acids packed inside every can in large quantities.
1
Source: Statista, 2018 31Premixes
effect® will really
shake up the
premix segment.
the effect® premixes with 10 % ABV boast
flavour and a good eye for trends.
Open the can and party hard – it’s as simple as that.
The superb combination of effect® classic or effect®
BLACK AÇAÍ with 9 MILE VODKA means all flavour and
party fans will get their money’s worth. The two taste
sensations made by effect® give the growing fan base
of premixed alcoholic beverages true quality in a cool
matt black look. Roll on the weekend!
effect®
VODKA & ENERGY
with energy High-quality 9 MILE VODKA and
popular effect® Energy in a premix version.
compounds The perfect mixed drink for exclusive
moments when out and about.
32ready to ruby rock
Ruby Rock is the second vodka-energy premix
made by effect®. The fruity formula benefits
effect®
from the especially high-quality, granite-filtrat-
VODKA & BLACK AÇAÍ
Granite-filtrated 9 MILE VODKA
ed mild flavour of 9 MILE VODKA. This brings
meets fruity effect® BLACK the primary flavours of effect® BLACK AÇAÍ
AÇAÍ. The Ruby Rock is a truly
to the fore. An expressive, complex, aromatic
expressive mix which is made for
unforgettable nights. drinking experience!
Place some ice cubes in a glass, pour in
4 cl of 9 MILE VODKA, add 0.25 litre of effect®
BLACK AÇAÍ and garnish with seasonal
berries. Your Ruby Rock is ready!
33Trading unit diversity
effect® remains unique
in the energy-drinks
segment.
product diversity as a turnover booster
for effect® – and for the retail sector!
Individuality knows no bounds. And the same goes
for the effect® trading unit sizes. The right flavour for
every taste, the right amount for every thirst, the right
packaging for every occasion. This is what makes
effect® the ideal everyday companion.
3435
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