Soft Drinks

Marketing in the soft drinks sector

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



Stephen Whiteside, Event Reports, Ad Age Data, October 2014

This event report discusses how Kraft, the food group, has aimed to address three data integrity issues which are common across the advertising ecosystem.


Stephen Whiteside, Event Reports, Ad Age Data, October 2014

This event report shows how the Coca-Cola Company's Freestyle machine, a revolutionary soda-fountain dispenser, has become an invaluable data source for the soft drinks manufacturer.


Stephen Whiteside, Event Reports, The Market Research Event, October 2014

This event report discusses why PepsiCo, the food and beverage group, is avoiding the temptation of solely focusing on millennials.


Pieter-Paul von Weiler and Lucy Cochran, Account Planning Group - (Australia), Silver, Creative Strategy Awards 2014

This case study explains how Lion, a food and drink company, relaunched its Dare Ice Coffee brand by targeting a new audience of white-collar young males.


Ilona Janashvili and Alex Carroll, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how 7-Eleven, the retailer, tackled tough competition against its Slurpee drinks in Australia by adding a new cup lid.


Averill Sequiera, Ruchi Mathur and Rohit Dhawan, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how Pepsi regained its trendsetting status amongst its core constituency of Indian teens by successfully running a digital content and TV broadcast business, Pepsi MTV Indies, paid for by the consumers.


Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2014

This event report breaks down Kraft's approach to "agile and addressable" marketing – an approach seeking to move beyond mass-market messaging to more tailored, individualised communications.


Shubhrojyoti Roy, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how international drinks brand Pepsi used packaging design in India to engage with fans of IPL, the Indian Premier League for cricket.


Peter Zezulka, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how Pepsi Max re-energised itself in the UK in the eyes of its younger audience by changing how it communicated as a brand, behaving more like an entertainment provider than an FMCG product.

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