The first self-service fan shop in the Bundesliga was honoured in the ‘Brand Innovation & New business models’ section. In the sub-category ‘Brand Communication - Classic Campaign’, the Eintracht Frankfurt Pepsi MAX can received an accolade for its extraordinary design and campaign success. The award ceremony took place in Berlin on Thursday 15 June, with numerous invited guests from business, politics and the media in attendance.
Efficient, fast and digital shopping in the self-service fan shop
Eintracht Frankfurt’s merchandising department is becoming increasingly digital and innovative. As part of a joint initiative with EintrachtTech and partner payfree, the self-service fan shop on the Deutsche Bank Park premises directly in front of the main stand is the first cashier-free fan shop in the Bundesliga and a completely new kind of self-checkout system.
“We’re proud of this award,” said Martin Schittko, head of merchandising at Eintracht Frankfurt Fußball AG. “It validates the path we’re on of creating real and practical added value for our supporters with creative, modern solutions.”
Doubly refreshing brand experience with Eintracht and Pepsi MAX
Eintracht Frankfurt teamed up with beverage manufacturer PepsiCo to design a can for the popular Pepsi MAX soft drink. In a modern and attractive style, the club’s identity and iconic Frankfurt landmarks are interwoven with the distinctive elements of the Pepsi brand to create a work of art that symbolises the joint partnership, expressing the slogan: ‘For the city. For the fans. For everyone.’ In the Rhine-Main region, the special edition has sold twice as many cans as the standard design, with more than two million products sold in regional retail outlets and via online retailers.
The fact that we received an award for the joint campaign with our partner Pepsi is a special tribute to and confirmation of our close and creative cooperation.
Arnfried Lemmle, head of sales and marketing at Eintracht Frankfurt Fußball AG
“The fact that we received an award for the joint campaign with our partner Pepsi is a special tribute to and confirmation of our close and creative cooperation,” said Arnfried Lemmle, head of sales and marketing at Eintracht Frankfurt Fußball AG. “The great sales figures for the special edition show that the design creation and symbolism have been very well received, especially by our fans.”
German Brand Award
The German Brand Awards is a competition organised by the German Brand Institute. This Institute was founded by the German Design Council and the consulting firm GMK Markenberatung in order to strengthen brand management as a critical success factor for companies competing in both the domestic and international markets. The award is intended to function as a catalyst in the German brand sector, bringing together the most important brand manufacturers and sparking dialogue. With the German Brand Awards, the Institute has created one of the most important prizes available to German brands.
