Soft Drinks

Marketing in the soft drinks sector

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

Brian Carruthers, Event Reports, MRMW London, September 2015

This event reports considers some of the innovative ways in which brands are using mobile research.

Vibha Gupta and Jitender Dabas, Warc Prize for Asian Strategy, Shortlisted, 2015

This case study describes how Coca-Cola, a global soft drink brand, targeted families at festival time in India to encourage serving Coca-Cola at gatherings.

Chandana Raizada and Mythili Chandrasekar, Warc Prize for Asian Strategy, Shortlisted, 2015

This case study shows how Mountain Dew celebrated four small town heroes in India through inspiring pieces of authentic storytelling in a campaign titled Real Heroes.

Team Mullen Lowe Lintas Group, Warc Prize for Asian Strategy, Shortlisted, 2015

This case study shows how Tata Tea, an Indian tea brand, tackled the issue of women's empowerment and encouraged increased female participation in an election.

Jay Chiat Strategic Excellence Awards, Gold, 2015

This case study describes how Mountain Dew, a soft drink brand, turned its bottle caps into skateboard tools to reconnect with its skater audience in Colombia.

Dave McCaughan and Vanessa Oshima, ESOMAR, Congress, Dublin, September 2015

This paper argues that deprivation studies - where a product is taken away from a participant - is the best way to understand true feelings and behaviours.

MMA Smarties, Silver, 2015

This case study explains how Coca-Cola adapted the global 'Share a Coke' campaign to the Mexican market, with a focus on mobile and search ads to reach millennials.

Luke Greenacre, Arry Tanusondjaja, Steven Dunn and Bill Page, International Journal of Market Research, Vol. 57, No. 5, 2015
Double jeopardy is one of the most important empirical patterns of consumer brand purchase behaviour. It asserts that large brands benefit from having more consumers who are also generally more loyal.

Stephen Whiteside, Event Reports, MediaPost Engage: Millennials, September 2015

This event report outlines how PepsiCo, the food and beverage giant, is staying ahead of cultural shifts among millennials.



Non-Alcoholic Drinks

Warc's pick of the most effective soft drinks case studies


OAK: Kill hungrythirsty dead

APG Australia Grand Prix winner for the milk brand


Soft Drinks

Data and analysis on the sector's major companies


I LOHAS: Crush Eco

Warc Prize Asia winner turns innovation into sales