2_2_DiscoverGermany_June2014_Issue15:Scan Magazine 1
15/5/14
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Page 50
Discover Germany | Special Theme | Made in Germany
effect® - the mental energizer shines in black-red-gold Football World Cup limited supporter editions in ten national colours Just in time for the World Cup in Brazil, innovative Paderborn-based MBG International Premium Brands is launching a limited Supporters Edition of Germany’s number one energy drink. The significant 15 red dots effect® logo has been given a new colour scheme, so the limited editon shines in the German national colours of black, red and gold. TEXT: UGW COMMUNICATION | PHOTOS: PRESS IMAGES
“The Supporters Edition was created to transmit the anticipation of the football tournament, the pride in the team and the sense of community that surrounds the World Cup. We reckon that sales of all effect® related products are going to rise significantly,“ says Cord Hendryck Vinke, Marketing Director at MBG. “The black-red-gold can also underlines our position as Germany’s number one energy drink,“ Vinke adds. Approximately five million cans of MBG group’s Supporters Edition’s ‘mental energizers’ will be available nationally. As an international brand effect® is available globally and a further nine countries – besides
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Germany – will have special editions. Amongst these are European favourites such as Spain, Portugal and Italy and fans in the individual countries can show support for their national team. The sleek design of the ‘mental energizer made in Germany’ remains. The stylish brand look underlines the premium character of the energy drink. Developed in Germany the drink has already reached prominence and is ranked second in the growing premium-energysegment. It is no longer limited to extreme sports and motor sport engagements. Revenue in the energy segment rose by eight per cent last year – this is by far the
highest increase in the non-alcoholic drinks market. MBG distributes effect® with the typical energy taste and emphasis on ‘developed in Germany’ in 55 countries worldwide. High quality standards and seamless logistics are guaranteed in all the regional markets spread over five continents. Launched in 2002, effect® has become an established and trendy in-crowd drink. The effect® brand is underpinned through branding and interior design elements within the individual gastronomy venues and can be found in over 7,000 places such as bars, restaurants and hotels. With the original effect® energy drink, Paderborn-based beverage group MBG International Premium Brands addresses a target group that values spiritual fitness and mental performance. www.mbgglobal.net www.effect-energy.com