Soft Drinks

Marketing in the soft drinks sector

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



Euromonitor Profiles, September 2014
This Company Profile from Euromonitor provides key details and analysis of Nestlé SA, the owner of brands such as Nesquick and Nespresso. Included is a strategic evaluation with key facts about the Swiss company, competitive positioning against comparative brands, and assessment of its position in the soft drinks market.

European Association of Communications Agencies, Silver, Euro Effies, 2014

This case study shows how Coca-Cola, the soft drinks manufacturer, reversed market share decline through its 'share a coke' campaign in several central & southern European countries.


Case Study

Evian baby & me
European Association of Communications Agencies, Gold, Euro Effies, 2014

This case study describes how Evian, the bottled water brand, communicated the brands' connection to the benefits of being young to influential professionals in Belgium, France, Switzerland and the UK.


Marlene Cohen, Nick Graham, Jayne Hickey, Elaine Ho, Tom Lilley and Jacky Parsons, ESOMAR, Congress, Nice, September 2014

This paper argues that people with more interesting and unusual experiences, attitudes and backgrounds – 'extreme consumers' – can unlock insights that transform the work of marketing and innovation teams.


Vanessa Oshima and Tobias Wacker, ESOMAR, Congress, Nice, September 2014

This paper sets out how Coca-Cola, the soft drinks company, used a social media tool to understand coffee culture in Japan.


The Communications Council, Gold, Australian Effie Awards, 2014

This case study describes a campaign to reposition beverage brand Coke Zero in Australia by appealing to the desire of young adults to get more out of life.


Pieter-Paul Von Weiler, Lucy Cochran and James Sheard, The Communications Council, Bronze, Australian Effie Awards, 2014

This case study explains how Dare, an Australian iced coffee brand owned by Lion, created a new consumption occasion to increase sales.


Low Lai Chow, Event Reports, The APPIES, August 2014

This event report look at how Coca-Cola successfully positioned itself as a meal accompaniment in India and also tapped into teens' social consciousness to increase brand affinity with this particular group.


Case Studies on Warc, Warc 100, 2014

In this campaign, soft drinks brand Mountain Dew teamed up with graffiti artist Haser and a team of tech experts to bring graffiti to life in 3D.

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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