Soft Drinks

Marketing in the soft drinks sector

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



Kunal Malhotra and Ashim Sethi, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Nescafe, the coffee brand, captured the attention of younger people in India with a song about mornings that appealed to their busy nightlives and need for extra help waking up in the morning.


Angela Kim, Kyoungsuk Lee, Sylvia Kim and Ashley Shon, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Coca-Cola, the soft drinks company, developed a mobile app to reinforce the brands happiness and positivity brand equities among Korean youth.


Jitender Dabas and Bhakti Malik , Warc Prize for Asian Strategy, Entrant, 2014

This case study for NESCAFÉ Classic, the flagship brand of NESCAFÉ coffee, describes a three year campaign to boost in-home consumption among Indian youth.


Chandrasekar Radhakrishnan, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes the launch of coffee variant Nescafe Sunrise Strong in Andhra Pradesh, a region of India, which picked up on changing marriage dynamics and growing female strength.


Shubhrojyoti Roy, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Pepsi, the drinks brand, reconnected with young Indians by celebrating their impatience.


Shubhrojyoti Roy , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Pepsi, one of the many sponsors of the 2012 T20 Cricket World Cup in Sri Lanka, wanted to create a low-budget branding property; one that stood out from a dozen others in the cricket stadium and generated a buzz that would be reflected in its sales in India and Sri Lanka.


Shubhrojyoti Roy, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how, when it came to large bottles of cola typically bought by the value-conscious homemaker as part of the grocery parcel in India, Pepsi were losing relative market share in the segment because the competition offered more value for money.


Vibha Gupta, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Coca-Cola, the drinks company, fought back in difficult market conditions in India by encouraging teenagers to share their coke and spread happiness.


Vandana Nath and Neeraj Bassi, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Sprite, the soft drinks brand, tackled slowing growth in India by placing its brand at the centre of changing popular culture and values.

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