Soft Drinks

Marketing in the soft drinks sector

Articles and cases by category:
Non-alcoholic, soft drinks
Coffee and tea



Olivia Taylor, Market Research Society, Annual Conference, 2015

This paper explains how Innocent, the drinks company, incorporated behavioural economics into its packaging design test to launch a new product in the UK.


ARF Ogilvy Awards, Gold, Alcohol & beverages, 2015

This case study explains how Keurig, the coffee maker brand, used a stunt to associate itself with gift-giving and get people talking about its brand in the US.


ARF Ogilvy Awards, Silver, Alcohol & beverages, 2015

This case study explains how Starbucks, the coffee shop chain, used its sponsorship of TV show 'The Voice' in the US to highlight its pro-social activity and improve key brand metrics.


Lena Roland, Event Reports, Kids and Youth Research, Market Research Society, January 2015

This event report looks at two techniques – co-creation and humour – that marketers can use to reach different age groups within the children's market.


Euromonitor Profiles, February 2015
This Company Profile from Euromonitor provides key details and analysis of Suntory Ltd. Included is a strategic evaluation with key facts about the Japanese company, competitive positioning against comparative brands, and assessment of its position in the soft drinks market.

Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2015

This event report charts the rise to prominence of Vita Coco, a coconut-water drink that was launched in 2004 and helped create a new category.


Case Study

OTE: Brand launch
Design Business Association, Silver, Design Effectiveness Awards, 2015

This case study demonstrates how OTE, a nutritional sports drink, launched into a saturated market in the UK to become a firm favourite with athletes in a single year.


Design Business Association, Gold, Design Effectiveness Awards, 2015

This case study describes how Fortnum & Mason, a long-running specialist premium food store in London, invested in a redesign that would dramatically increase sales of its tea ranges.


Design Business Association, Silver, Design Effectiveness Awards, 2015

This case study demonstrates how a rebranding of sports nutrition brand Maximuscle in the UK achieved sales growth by stretching the product into broader markets.

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APG Australia Grand Prix winner for the milk brand


COMPANY PROFILES

Soft Drinks

Data and analysis on the sector's major companies


CASE STUDY

I LOHAS: Crush Eco

Warc Prize Asia winner turns innovation into sales