ruth901
After the takeover by RhönSprudel, Förstina underwent a comprehensive change. The brand now has a new look.
Eichenzell – For around two and a half years there was silence about the mineral water brand Förstina from Eichenzell in the Fulda district. Behind the scenes, however, a profound restructuring was taking place. After the RhönSprudel Group took over Förstina in July 2023the company faced a tough restructuring process.
“Förstina had significant economic problems. The associated restructuring process has now been completed,” says Christian Schindel, Managing Director of the RhönSprudel Group. Around 25 million euros have been invested in the location and the brand since the takeover.
Renovation completed: Förstina presents new brand world
The aim was to stabilize Förstina economically and at the same time position it for the future. An important building block: leveraging synergies within the group – especially with the RhönSprudel brand. This made it possible to reduce costs. The number of employees fell from around 380 to around 300 today.
“Fortunately, all of this took place without any redundancies,” emphasizes Schindel. Sales have increased from around 50 to 58.6 million euros. Individual products or small-quantity brands have also disappeared from the market, says Schindel.
In parallel to the renovation, intensive work was also carried out on the brand. A comprehensive analysis should clarify: What does Förstina actually stand for? How is the brand perceived? The results of this process were implemented together with a Frankfurt agency.
Förstina brand world starts with a new logo
“It was about much more than just new labels or posters. The central question was: What does the brand stand for?” says Schindel. The answer was clear: Förstina is deeply rooted in the region – and it connects the region.
“The brand is present in small clubs, at village festivals and at the kitchen table in the region. And that is exactly what needs to be sharpened and strengthened,” explains the managing director. One point was particularly important: “Förstina should not become a brand for Frankfurt's Westend. Home and roots are a central value – even if our home alone cannot sustain us.”
After around two years of intensive work, the change is now becoming visible for the first time. This week, Förstina's new brand world starts with a revised logo. Instead of red, blue will dominate in the future, set in a Frak font. Only on the spritzers does the lettering remain green.
Further changes will follow gradually
The new appearance appears tidier – and combines traditional appearance with modern design. Initially, water, spritzers and orange lemonade bear the new label. Further changes will follow gradually, “especially in the course of replacement purchases”. This means: New parasols, for example, will only be available when the old ones are no longer available.
The brand presence is accompanied by emotional image and video campaigns. They show everyday scenes from the region: friends on a trip to Poppenhausen's Guckaisee, a football game between the women's teams from Lütter and Brand under the motto “Separated in colors, united at the box”, and a grandfather with his grandson near Gersfeld – images that are intended to convey familiarity and childhood memories. “I think the videos are absolutely impressive,” says Schindel, not without pride.
The new claim “Source of commonality” is intended to get to the heart of the brand essence. The development of the new appearance has so far cost around 500,000 euros. Förstina is providing a marketing budget of 2.5 million euros for the current year. “A project like this isn’t a sprint, it’s a marathon,” says Schindel. Experience shows that it takes a good three years for the change to become anchored in the minds of consumers.
