Denkwerk lands Eckes-Granini's brand work
- Aug 13
- 2 min read
Updated: 4 days ago
Cologne agency Denkwerk has won the brand experience account for Eckes-Granini — the juice maker behind granini and hohes C — a win that puts digital brand experience at the centre of a heritage drinks portfolio.
A juice giant sharpens its experience
Denkwerk has been appointed to handle brand experience initiatives for Eckes-Granini, one of Europe's leading fruit-juice makers and home to household names such as granini and hohes C. The Cologne agency will focus on how the brands show up across digital and experiential touchpoints.
For a heritage drinks portfolio, investing in brand experience — not just advertising — reflects how much of the modern brand relationship now happens through digital products, content and interaction.
Why brand experience matters for FMCG
Fast-moving consumer goods brands used to live almost entirely on packaging and TV. Today, consumers meet them through apps, social, recipes, loyalty and e-commerce — and every one of those touchpoints shapes the brand as much as a 30-second spot.
Our read at Marketing Minute: for FMCG, brand experience is becoming the new brand-building. The companies that design seamless, useful and distinctive digital interactions build relationships that packaging alone never could — and that turns occasional buyers into loyal fans.
The takeaway for consumer brands
Audit every point where customers actually encounter your brand, not just where you advertise it. The gaps between touchpoints are where loyalty is won or lost.
Appointing a digitally-minded agency to own the experience signals that Eckes-Granini sees brand as a system, not a campaign. That systems view is what modern consumer marketing increasingly rewards.
Quick FAQ
Which agency won the Eckes-Granini account?
Cologne agency Denkwerk was appointed to handle brand experience initiatives for Eckes-Granini, the juice maker behind granini and hohes C.
What is brand experience, and why does it matter for FMCG?
Brand experience covers every digital and experiential touchpoint — apps, social, recipes, loyalty, e-commerce — where consumers meet a brand. For FMCG, these interactions increasingly shape the brand as much as advertising.
What can consumer brands learn?
Audit every point where customers actually encounter your brand, not just where you advertise. Designing seamless, distinctive experiences builds loyalty that packaging and TV alone cannot.
— Oliver Nikolla-Casado, International Markets Reporter at Marketing Minute
The takeaway: for consumer brands, brand experience across every digital touchpoint is becoming the new brand-building — packaging and TV alone no longer define the relationship.
Have you mapped every touchpoint where customers actually experience your brand?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: HORIZONT.
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Written by Oliver Nikolla-Casado, International Markets Reporter at Marketing Minute
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