effect Wins German Brand Award: Double Winner in the Excellent Brands Category
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The flagship brand of the Paderborn-based brand incubator MBG Group has taken home two awards at the German Brand Award. The energy drink is the Excellent Brands winner in the Product Brand of the Year and Fast-Moving Consumer Goods categories. With these awards, the jury honors brands that inspire people and set new standards in their industry. For effect, this is a positive sign for its development and positioning in the national and international markets.
Strong Presence on the Shelf
The 17-member expert jury received a total of 1,676 submissions for review. The experts from marketing and business emphasized: “In the highly competitive energy segment, effect has kept its brand clearly on track for years without falling into a rut. A distinctive design code, evolving flavor profiles, and expansion into adjacent consumption occasions ensure visibility on the shelf and relevance to diverse lifestyle situations. It is remarkable how the brand maintains its core identity across its product range, design, and international presence. This results in a resilient brand identity that allows for evolution without losing its defining characteristics.”
Tradition with a Drive for Innovation
15 points arranged in three rows—that’s how effect creates brand recognition at the point of sale. From the classic silver-and-red design to eight flavored varieties and a vodka mix for parties, the portfolio stays on the cutting edge. In addition to a distinctive design language, the brand stands out through striking consumer engagement initiatives. With the official naming rights to the effect® ENERGY GFL, product samplings, show cars, and sponsorships of parties and car tuning events, the energy drink positions itself as a trusted partner in consumers’ lives and remains approachable. On the international stage, the energy drink enjoys great popularity in 57 countries.
“This award is a major success for effect and for the entire MBG Group. It signals that our brand is among the strongest and most relevant brands on the market,” says founder and CEO Andreas W. Herb.
