The marketing strategies of soft drinks, food and snack brands proved of particular interest to Warc's users in Asia during the last 12 months.
Frito-Lay appears twice in the top five, with case studies for Cadbury's Wispa, Hovis bread and I LOHAS bottled water taking the other three spots.Frito-Lay's Sunchips
, winner of the first Warc Prize for Ideas and Evidence
, recorded the most downloads in the region.
The popularity of this paper, which tells the story of how Frito-Lay built the green credentials of its potato chip brand, suggests sustainability and transparency may be climbing the agenda in Asia.
Coca-Cola's I LOHAS
adopted a similar positioning in Japan, tapping into a popular desire to help solve environmental problems.
The result was the launch of a water brand that became a market leader within six months, having been advertised as boasting lighter, more environmentally-friendly packaging.
Using low-budget, high-impact social media channels also captured the imagination of Warc's Asian clients, as evidenced by third-placed Cadbury's Wispa
, which was relaunched via Facebook.
Frito-Lay also took fourth spot, this time for the multi-brand Only in a Woman's World
effort to reverse a decline in sales among Canadian women.
It developed a web-based comedy series on Glam.com, a dedicated online portal for this demographic, and leveraged this property by featuring characters in TV, print and point-of-sale advertising.Hovis
, the 2010 IPA Effectiveness Awards Grand Prix winner, appears in fifth.
This nostalgia-led campaign revived the flagging fortunes of a British brand with a rich heritage, spearheaded by a two-minute TV commercial.
Data sourced from Warc