Different industry, but I'm still celebrating this effective visibility: 25 million impressions – which I consider newsworthy

🎯 A powerful statement in brand communication

In December 2024, the well-known energy drink brand effect® caused a sensation and made a powerful statement in brand communication: A large-scale out-of-home (OOH) campaign reached over 25 million visual contacts at key locations in Germany. This impressive signal simultaneously marked the starting point for a comprehensive brand redesign, which was rolled out gradually from January 2025. The strategy behind it was clear: Those who want to be successful in the long term must be present where consumers can't simply click away or scroll past. With huge blow-ups at prominent locations, eye-catching maxi-posters along busy thoroughfares, and a new, modern look, effect® impressively demonstrated what brand communication can look like in 2025.

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

"Think big, stand out big" – with this principle, effect® takes a clear stance. In an advertising landscape where digital channels primarily struggle with a flood of content, constant distractions, and a veritable battle for every pixel on the screen, the brand deliberately focuses on a medium that can't simply be swiped away. The large-format posters and blow-ups are ubiquitous: at key transport hubs in Berlin, Hamburg, Cologne, Munich, and Stuttgart, as well as along major highways frequented daily by millions of commuters and travelers. This physical visibility is a crucial advantage, because outdoor advertising cannot be visually ignored as easily as online banners – it leaves a lasting impression, whether consciously or subconsciously.

🤔💬 My two cents – My opinion on this:

While many brands try to capture consumer attention in the "red ocean" of digital marketing, increasingly relying solely on price promotions and aggressive campaigns, effect® takes a (repeatedly) effective alternative approach. Instead of trying to outdo each other with ever-new tricks in the shark tank of digital content, the brand focuses on a physically impactful campaign. The result is a more conscious and memorable experience that stands out from the often hectic online advertising environment. Indeed, it can be argued that conversion in the digital space isn't necessarily cheaper, as every step of the customer journey is fiercely competitive.

There is one point I would have approached differently, no, in a more optimized way:

While the current out-of-home (OOH) campaign is already experimenting with a modern QR code element in a specific poster size, in the future, each individual print location could be equipped with its own QR code. The underlying idea: By using different QR codes, we can precisely determine which visitors are coming from the street and which want to find out more digitally.

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

Such a tracking strategy would make it possible to measure the efficiency of individual advertising points even more precisely and to 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 obscured, but it still works. That's what's so fascinating about QR codes: they can continue to function to a certain extent even when dirty or damaged.

Related to this:

• The 'inconspicuous' 2D matrix code or matrix code postage stamp and the 'world revolution' behind it

 

💡 25 million visual contacts: A striking signal

The 25 million visual impressions are more than just a number. They represent an enormous brand presence that extends far beyond mere sight. effect® thus generates a high level of brand recall that gains even more significance in conjunction with the new brand identity. From January 2025, effect® will present itself in a completely new design: clean lines, dynamic color gradients, and concise typography give the energizer a fresh, modern look. The brand is not only setting visual accents but also underscoring its commitment to contemporary aesthetics, energy, and innovation.

🚀 “YOUR ENERGIZER”: Familiar slogan in a new light

“YOUR ENERGIZER” – this well-known effect® slogan remains at the heart of its communication. But in its new look, it shines even brighter. Consumers should feel addressed, whether they're looking for an energy boost during sports, celebrations, or everyday life. With the new design, the brand moves closer to its target audience and emphasizes its versatility: “With the redesign, we're taking our brand to a new level – a statement for energy, innovation, and modern aesthetics,” explains Lena Stuckenbrock, Senior Brand Manager for effect®. For her, 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 of effect® underscores this approach. In addition to the classic effect® CLASSIC, innovative flavored varieties such as effect® HABIBI BERRY, effect® BLACK AÇAÍ, and effect® COCONUT BLUEBERRY continually surprise with new taste experiences that leave you wanting more. Each of these varieties is designed not only to embrace trends but also to actively shape them. This results in 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 one-off event, but rather part of a long-term strategy. It marks the beginning of a new chapter in which effect® is not only expanding its brand presence, but also planning for the future. With the consistent rollout of the new design starting in early 2025, the brand is demonstrating its direction: "The new campaign sends a powerful signal, showing where effect® is headed. 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 to effect®'s success
• 🚀 Effective brand communication: How effect® is changing the OOH world
• 🎯 Brand Strategy 2025: A new chapter for effect®
• 🌟 YOUR ENERGIZER: The slogan gets a fresh new look
• 🔥 Outdoor advertising in the digital age: The path 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 linking offline and online
• 🥤 Habibi Berry & Co.: The flavor diversity of effect®
• 💡 Marketing Innovation: What Brands Can Learn from effect®

#️⃣ Hashtags: #BrandCommunication #OOHAdvertising #BrandStrategy #ProductDesign #Innovation

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