Food

Granini – Sooo goodini

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Brand appeal
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Purchase intent
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Recommendation

Initial Situation

The timing could hardly have been better: Shortly before the start of an extremely hot summer period, Granini launched its new TV campaign in May. With the slogan «Sooo goodini», the brand positioned itself as a fruity, refreshing thirst quencher for hot days.

After a longer absence from TV, Eckes-Granini wanted to bring the brand back into the consciousness of consumers and improve its perception.

Solution

To achieve these goals, Eckes-Granini, together with WPP OpenMind, relied on TV. From April 27 to May 24, 2026, Granini was present on television with the «Sooo goodini» spot.

But how well does TV work for revitalizing the brand? And what impact can the short spot achieve beyond classic Reach? Because Granini had not been present with TV Advertising for a long time, Eckes-Granini and WPP OpenMind wanted to know exactly that.

Therefore, we accompanied the TV campaign with an effecTV study. As part of an online survey in the GfK panel, we investigated, among other things, Ad Recall, brand image, and purchase intent. In particular, we compared individuals with and without TV spot contact.

This allowed us not only to show how many people the campaign reached, but also what contact with the TV spot achieved for the brand. For WPP OpenMind, the results also provide a valuable basis for future recommendations to their other clients.

Results

The results clearly show: contact with the TV spot made a difference. Individuals who had seen the spot not only rated Granini as more appealing, but also showed higher purchase intent and willingness to recommend:

  • +12% Brand appeal: Among individuals with spot contact, brand appeal was 12% higher than among individuals without contact (Graphic 1).
  • +15% Brand appeal in the Core target group: Among household-managing individuals between 20 and 59 years, the difference was even more pronounced at 15% (Graphic 1).
  • +20% Purchase intent: Individuals with spot contact showed a 20% higher intent to purchase a Granini product in the future (Graphic 2).
  • +22% recommendation: Those who had seen the TV spot showed a 22% higher willingness to recommend Granini (Graphic 3).

The spot itself was also well received: 69% of respondents liked it. In addition, 66% stated that the spot was memorable, and 61% found that it fit the Granini brand well (Graphic 4).

The campaign’s result speaks for itself: TV not only creates Reach, but can also positively influence a brand’s perception and strengthen purchase intent.

Graphic 1: Brand appeal (indexed) by Target group

Source: Goldbach (2026): Advertising Effectiveness Study Granini, German and Western Switzerland, Basis: All respondents who know Granini (n=989, with contact: n=235; without contact: n=754). Question: How appealing is the following brand from the soft drinks and fruit beverages sector to you? (considered answer category: very appealing, rather appealing)

Graphic 2: Purchase intent (indexed)

Source: Goldbach (2026): Advertising Effectiveness Study Granini, German and Western Switzerland, Basis: All respondents who know Granini (with contact: n=235; without contact: n=754), Question: How likely are you to buy a Granini brand soft drink or fruit beverage in the future? (considered answer categories: very likely/rather likely)

Graphic 3: Recommendation (indexed)

Source: Goldbach (2026): Advertising Effectiveness Study Granini, German and Western Switzerland, Basis: All respondents who have bought at least one Granini product (with contact: n=217; without contact: n=666), Question: How likely are you to recommend the Granini brand? (considered answer categories: very likely/rather likely)

Graphic 4: Assessment of TV spot in %

Source: Goldbach (2026): Advertising Effectiveness Study Granini, German and Western Switzerland, Basis: All respondents (n=1010) Question: Below you will see various statements about the TV spot. Please indicate to what extent you agree with these statements (considered categories: strongly agree / rather agree).

Watch the full-length spot here:

We are very satisfied with the results of the campaign. The TV spot was well remembered, and the positive influence on brand appeal and purchase intent was clearly recognizable. We also greatly appreciated the excellent and smooth cooperation with Goldbach. The results show that TV is an effective medium to reach and activate our Target group.

Sandra Saillen, Brand Manager at Eckes-Granini (Suisse) AG

The ability to measure the impact of TV campaigns on brand values delivers enormous added value. Goldbach impressed us with a highly professional, targeted, and tailored implementation, providing valuable insights that once again demonstrate the lasting value of TV advertising.

Tassilo Flamm, Senior Communications Planner at WPP OpenMind

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