germany’s number 2* –a boost for the energy market.

with effect® a brand becomes a message

3

*Source: Zenith International

effect® is the premium brand with an out-

standing positioning in the softdrink market.

Since its market launch in 2002 effect®

developed into a warrantor for increasing

purchase easily addressing all relevant

target groups.

The puristic design, consequent marketing

strategy and remarkably high margin turn

effect® into an integral brand that may not

be missing in your portfolio. Nowadays more

than one fourth of all German consumers

enjoy energy drinks. They cherish its typical

taste and the variety to use it for mixed

drinks. Within that continuously growing

segment effect® is not only the number 2*

but also the brand with the most growth

potential in Germany.

In the relevant sales channels - off-trade, on-

trade and convenience - effect® denotes an

ever-growing distribution. Besides the nati-

onwide availability in Germany effect® does

also embellish its success story abroad on a

grand scale. At present effect® is available in

more than 40 countries worldwide.

top performance isbrain work – effect®perfectly fits.

•The increased demand for mental power

unifies a broad target group

•The accepted supplier for higher mental power

•Unique positioning in the market with one-of-a-kind character

In the recent decades, demands on physical

work strongly reduced. Focus is nowadays

rather on mental activities. More and more

consumers therefore challenge an increa-

sing complexity in their day-to-day routine

and effect® delivers this energy for more

mental power.

mental power requiresmore effect®

mental work 5% 8% 10% 15% 20% 60% 80%

physical work 95% 92% 90% 85% 80% 40% 20%

4

mental work 5% 8% 10% 15% 20% 60% 80%

physical work 95% 92% 90% 85% 80% 40% 20%

5

effect® – the brand witha unique positioning

effect® is targeting a group that emphasizes

mental fitness and mental capability. The pu-

ristic design of the brand is just as crucial to

succeed as the growing number of consu-

mers across all age groups. Current market

figures attest that effect® – in comparison to

traditional energy drinks – is perceived and

accepted as the ultimate source of energy

for stringent concentration and mental per-

formance.

tv advertising not only performs – it conquers consumers’ minds.

•High TV spot frequency for three years

•More than 6,000 spots aired

•More than 600 million contacts in

the target group

The impact of effect® is supported by a

long-term campaign concept. With investing

a strong binary million amount the brand will

extensively unfold its energy across all com-

munication channels. Such intense media

engagement is nearly unique in the segment

of energy drinks.

Intelligently placed

Focus of this whole campaign is the effect®

TV spots playing on the well-known, highly

frequented TV stations. Placed in environs

identified as specific for the target audience,

more than 600 million contacts can easily

be achieved. The spots significantly stand

out from competitive ones due to their emo-

tional production and underline the increase

in mental and creative performance through

the brand.

The wide and long-term involvement is

based on the growing number of consumers

thus, even more brand awareness is created

for effect® in all sales channels.

more effect® – powerin all channels

the tv campaign with effect®

7

quality developed in germany. heavy shelve rotation with effect®.

•effect® is the power seller

•Consumers claim for bulk containers to fit their home consumption

•effect® provides an intelligent pricing for all packagings

The consumer group is wider and has almost

tripled in six years in one of the most import-

ant energy drinks markets – Germany. Energy

drinks have developed from a trendy beve-

rage to a mainstream soft drink of daily use

with increasing interest in bulk containers.

Energy drinks are growing 5 times in volume

and 47 times faster in value than the overall

soft drink market. They are by far the fastest

growing non-alcoholic beverage.

one quarter of all germans consume energy drinks

energy drinks are the power sellers in the soft drink market

8

Source: Consumer Analysis 2010 Source: Nielsen, 1st term 2009 / 1st term 2010

Source: *Nielsen 2010, **Zenith International

A clear brand image and intelligent

packaging strategy is certainly paying off.

With 50.2% effect® sales are growing

twice as fast as the entire energy market.

Within the German premium segment of

energy drinks effect® has a market share of

9.2%. This brand is the biggest energy drink

ever developed in Germany. effect® clearly is

the number 2* in Germany and number 4**

in Europe.

effect® is growing twice as fast as the market

market share of 9.2% in the premium segment with effect®

9

Source: Nielsen 2010

10

effect® energy shots contain 4 times more

caffeine than effect® classic allowing imme-

diate stimulation of body and mind. Perfect

for people who long for more. This handy

packaging requires no cooling and fits every-

where. It is always ready to hand when high

energy is instantly needed – for exams, in

the library as well as in long-lasting meetings

that require full mental input and concentra-

tion. One tray comes with 12 effect® power

shots each 65 ml – reload your batteries

and discover energy with immediate effect®.

Already today, energy shots are the sales

boosters offering a handy format to your

effect® portfolio – with high potential

for an energized future.

small shots with strong effect® –100% energy in only 65 ml

The national availability of effect®, being

Germany’s second largest premium brand,

is up to 46%. This continuous sales growth

is not only determined by the expansion of

distribution, it is furthermore a result from

the increased rate-of-sale per outlet clearly

documenting rising demand.

11

46% weighted distributionthroughout germany

Source: Nielsen 2010

on-trade business is the key to success.

•effect® is available in more than

6,000 German outlets

•More than 59 million brand contacts

a year within the on-trade

•Wide variety of mix drinks

with effect®

12

The success of effect® goes on across all

kind of on-trade outlets. These days energy

drinks appeal to a wider consumer group.

And that‘s where the brand is already at its

best: In more than 6,000 outlets throughout

Germany you may experience the brand

effect® providing the base for ongoing con-

sumption during work and at home. Strong

marketing support in the on-trade takes

sustainable impact making effect® a popular

and established soft drink throughout day

and night.

The typical energy drink taste is the optimum

base for manifold mixed drinks. Caterers are

supplied with a wide range of packagings to

cope with their requirements. In addition to

the pure drinking pleasure effect® offers a

wide range of superb recipes for long drinks

and cocktails.

effect® becomes a real experience in the on-trade

effect® in the mix

13

In the on-trade effect® underlines its pre-

mium character with exceptional and eye-

catching brandings. Bound in intensive

cooperation with innovative operators, bran-

ding solutions for integrated and consistent

brand visibility are developed. With elements

supporting purely sales, up to the point of

complete architectural designs for entire

areas, effect® offers a strong artwork for

individual branding.

individual effect® conceptsfor the on-trade

14

15

atmosphere and ambience with effect®.

•Attractive marketing for the on-trade

•High-quality tools in puristic effect® design

• Individual configuration of lounge furniture from moree

The range of POS items is diversified.

Visibility is either created on the table or in

the back bar area with tools for the on-trade

sector such as aprons, shirts or the VIP-

Serving-Tool – but one thing all those POS

items have in common: They perfectly fit

the needs and requirements of the on-trade

sector and support active selling.

The cool and pure effect® look definitely

is an eye-catcher and is attracting lots of

interest, especially the individually designed

lounge furniture by moree having a magical

appeal.

pos items with effect®

16

effect® lounge table, moree

17

Acrylic Board

VIP-Serving-Tool Ice Bucket

Lounge furniture, Moree

Floating Display

effect® – the world’s source for energy.

•effect® is successfully exported to

40 countries all over the world.

•Production takes place at 13 locations worldwide.

•effect® is served in international top clubs

more effect® worldwide

18

Its presence in more than 40 countries all

over the world underlines the international

nature of effect®. Whether in London,

Dubai or Rio de Janeiro: The brand is at

home in the worlds’ top cities. With its own

filling plants in 13 locations both, the high

quality standards as well as smooth logis-

tic concepts in the local markets of all five

continents are guaranteed. The deep under-

standing of these markets and solid interna-

tional marketing expertise prove: The Ger-

man success story of effect® is convincing

worldwide. effect® already is the number 4*

energy drink in Europe and its booming

tendency will continue.

*Source: Zenith International

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