Different industry, but I still celebrate this effective visibility: 25 million visual contacts – which is worth a message to me here

🎯 A strong statement in brand communication

In December 2024, the well-known energy drink brand effect® will cause a sensation and make a strong statement in brand communication: a large-scale out-of-home (OOH) campaign will reach over 25 million visual contacts at central hotspots in Germany. This impressive signal also marks the start of a comprehensive redesign of the brand, which will be gradually introduced from January 2025. The strategy behind it is clear: If you want to be successful in the long term, you have to be present where consumers can't simply click away or scroll through. With huge blow-ups at prominent locations, attention-grabbing maxi posters along busy traffic routes and a new, modern appearance, effect® impressively demonstrates what brand communication can look like in 2025.

🌍 “Think big, stand out big” – Physical visibility as a success factor

“Think big, stand out big” – effect® takes a clear position with this principle. In an advertising landscape in which digital channels have to contend with a flood of content, constant distractions and a real competition for every pixel on the screen, the brand consciously relies on a medium that cannot simply be wiped away. The large-scale posters and blow-ups are everywhere: at central transport hubs in Berlin, Hamburg, Cologne, Munich and Stuttgart as well as along important highways that are frequented by millions of commuters and travelers every day. This physical visibility is a crucial advantage because outdoor advertising cannot be ignored visually as easily as online banners - it remains in the memory, whether consciously or subconsciously.

🤔💬 My two cents – My opinion on this:

While many brands are trying to increase consumer attention in the “ Red Ocean ” of digital marketing and increasingly only capture it digitally through price promotions and aggressive campaigns, effect® takes a (repeatedly) effective detour here. Instead of trying to outdo each other in the shark tank of digital content with new tricks, the brand relies on a physically effective campaign. The effect is a more conscious perceptual experience that stands out from the often rushed online advertising environment. In fact, it can be argued that conversion is not necessarily cheaper in the digital space, as every step of the customer journey is highly competitive.

I would have approached one point differently, no, a little more optimized:

While the current OOH (Out-of-Home) campaign is already experimenting with a modern QR code element in a certain poster size, in the future each individual print location could be provided with its own QR code. The idea behind it: By using different QR codes, we can determine exactly which visitors come from the street and which would like to obtain further information digitally.

This also means that the available images (for further use in the media) would have to be exchanged with new QR codes in order to be able to identify who has become aware of the online channel.

Such a tracking strategy would make it possible to measure the efficiency of individual advertising points even more precisely and gain important insights into how strongly OOH and the online world interact with each other.

Add-on: As you can see in the cover image, part of the “new” QR code is covered, but it still works. That's the fascinating thing about QR codes: They can continue to function to a certain extent even if they are dirty or damaged.

Suitable for:

• The 'inconspicuous' 2D matrix code or matrix code stamp and what 'world revolution' lies behind it

Move past digital distractions: effect® relies on the power of physical presence – Image: effect®

💡 25 million visual contacts: A striking signal

The 25 million visual contacts are more than just a number. They represent an enormous brand presence that goes far beyond just being seen. effect® thus generates a memory value that becomes even more important in combination with the new brand identity. From January 2025, effect® will be presented in a completely new design: clear lines, dynamic color gradients and concise typography give the Energizer a fresh, modern look. The brand not only sets visual accents, but also underlines its claim to contemporary aesthetics, energy and innovative strength.

🚀 “YOUR ENERGIZER”: Well-known claim in new splendor

“YOUR ENERGIZER” – this well-known claim from effect® continues to be the focus of communication. But the new look gives it even greater radiance. Consumers should feel addressed, regardless of whether they are looking for a boost of energy while exercising, partying or in everyday life. With the new design, the brand moves closer to its target group and emphasizes its versatility: “With the redesign, we are taking our brand to a new level - a statement for energy, innovation and modern aesthetics,” explains Lena Stuckenbrock, Senior Brand Manager effect® . For them, this vision is not just lip service, but a clear commitment to the future of the brand and its relationship with consumers.

🥤 Product range: innovations and trend awareness

The wide product range from effect® underlines this approach. In addition to the classic effect® CLASSIC, innovative flavored variants such as effect® HABIBI BERRY, effect® BLACK AÇAÍ or effect® COCONUT BLUEBERRY always surprise with new taste experiences that leave you wanting more. Each of these varieties is designed to not only adopt trends, but to help shape them. This creates a diverse portfolio that is as dynamic as the brand itself and is impressively showcased in the current campaign.

🏆 Future vision: Long-term brand communication

The out-of-home campaign is not a singular event, but rather part of a long-term strategy. It marks the start of a new chapter in which effect® not only expands its brand presence, but also plans for the future. With the consistent introduction of the new design from the beginning of 2025, the brand is showing where the journey is going: “The new campaign is a powerful signal that shows where the journey with effect® is heading. Our vision is to set new standards and offer our consumers a unique brand experience everywhere,” says Stuckenbrock.

📣 Similar topics

• 📌 Think big, stand out big: The secret of effect®'s success
• 🚀 Effective brand communication: How effect® is changing the OOH world
• 🎯 Brand strategy 2025: A new chapter for effect®
• 🌟 YOUR ENERGIZER: The claim gets a fresh face
• 🔥 Outdoor advertising in the digital age: The way of effect®
• 🎨 Redesign and vision: The future of effect® in a new look
• 🏙️ 25 million contacts: Effective reach with OOH campaigns
• 📱 QR codes with strategy: cleverly linked offline and online
• 🥤 Habibi Berry & Co.: The variety of tastes from effect®
• 💡 Marketing innovation: What brands can learn from effect®

#️⃣ Hashtags: #brand communication #OOH advertising #brand strategy #product design #innovation

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