Soft Drinks

Information and insights on the soft drinks sector

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



Gabriel Aleixo and Flavio Marcondes, ESOMAR, Latin America, Buenos Aires, April 2014
This paper describes the development of tools to track the effectiveness of campaigns by Coca-Cola, the beverage multinational, surrounding its sponsorship of the 2014 FIFA World Cup in Brazil. Coca-Cola wanted to be able to measure the effectiveness of its integrated communications plans, including understanding the contribution of each campaign and campaign medium.

Stephen Whiteside, Event Reports, IEG Sponsorship, March 2014
This event report discusses how The Milk Processor Education Program in the US turned chocolate milk from solely being seen as a treat for kids to a recovery drink for athletes. Based on evidence from numerous scientific studies, the organisation - which is funded by more than 111 milk processors across the country - conceived a campaign showing how chocolate milk could help exercise enthusiasts "refuel" after 45 minutes or more of strenuous exercise.

Miroslaw Smolewski, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a social media campaign in Poland by Nestle, the coffee brand, which made use of content and competitions. The content strategy was based on the idea of 'coffee moments', and used to promote a range of products.

Peach Natividad, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Coca-Cola, the beverage company, used social media to encourage small acts of gratitude in the Philippines, and so fulfil its brand purpose. Social listening was used to identify opportunities for the company to thank people.

Peach Natividad, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign by Coca-Cola, the beverage giant, which used social media to spread happiness by 'democratising' it in the Philippines. Sales growth had slowed for the brand, which research suggested was due to economic growth in the country creating greater inequality.

Tahaab Rais, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how, to celebrate the spirit of positive change and optimism resulting from the Arab Spring, Coca-Cola launched 'Today I Will', an initiative aimed at unlocking individual potential whilst staying true to the values that shape Middle Eastern society. By giving the youth a platform to make their voices heard, Coke reached millions and engaged hundreds of thousands across the region, while Coca-Cola sales increased by 28% in Saudi Arabia and 16% in the United Arab Emirates (UAE).

Tahaab Rais, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how Coca-Cola, the beverage giant, used the International Day of Happiness in 2013 to engage with students in the United Arab Emirates. The company sought to prove that if the prevalent gloom in the Middle East was contagious, then happiness and laughter were even more contagious by building 'The Laughter Machine', a vending machine that replaced money with the sound of laughter, and placed it in two key universities in the UAE.

Peach Natividad, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Nescafe, the coffee brand, increased sales in the Philippines by developing its Facebook page output. This included creating relevant and real-time content, allowing fans to customise pages, co-creation and collaboration with fans, and a rewards system.

ARF Ogilvy Awards, Cross-Cultural and Gold, Alcohol & Beverages, 2014
This case study explains how Coca-Cola, the beverage company, created a social sharing campaign in Latin America to increase brand love, and how the relationship between research and creative was key to this. This campaign was part of a broader cultural relevance initiative which sought to spread Coca-Cola's brand message of happiness by not only associating the brand with happiness but making it a provoker of happiness.

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