Soft Drinks

Marketing in the soft drinks sector

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



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.


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.


Ana Alvarez and Fiona Blades , MRS Awards, Winner, December 2014

This article explains how PepsiCo, the soft drinks company, used sustainable research methods to understand how the Brazilian emerging middle classes felt about its advertising and its brand.


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.


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

This case study describes how Pepsi shunned conventional advertising to bring the Pepsi Fan Dug-out to the 2012 T20 World Cup, an experience which allowed cricket fans to watch the game through the eyes of a cricketer, and delivered staggering ROIs.


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

This case study describes how Pepsi created VIP boxes at Indian Premier League (IPL) cricket matches to encourage young Pepsi drinkers in India to buy its larger bottles.


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.

WARC RECOMMENDS


RECOMMENDED CASES

Non-Alcoholic Drinks

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


CASE STUDY

OAK: Kill hungrythirsty dead

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