Soft Drinks

Marketing in the soft drinks sector

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



Emily Barley, Event Reports, Esomar Summer Academy, June 2015

This event report looks at the ways in which Coca-Cola is overcoming the challenges it faces in measuring the impact of campaigns across platforms and countries.


Euromonitor Profiles, June 2015
This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Lipton, Brooke Bond and PG Tips. Included is a strategic evaluation with key facts about the UK and Netherlands based company, competitive positioning against comparative brands, and assessment of its position in the soft drinks market.

Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Coca-Cola Indonesia made its product synonymous with Ramadan - a time for Indonesians to reconnect with each other.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Nescafe set out to halt the brand's decline since 2000 and increase its appeal to a younger generation of 20-35 year olds.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how PepsiCo in the UK adopted a different strategy to increase sales of Pepsi Max to Millennials.


Low Lai Chow, Event Reports, All That Matters, May 2015

This event report outlines how PepsiCo goes about building its brands in China, with a particular emphasis on entertainment, to the point that it sees itself as "an entertainment company selling soft drinks".


Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2015

This case study describes how Peruvians were encouraged to smile for their ID photographs by Coca-Cola who wanted to associate their brand with happiness and well-being.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Coca-Cola challenged the market leader Pepsi in the UAE, increasing brand love and market share by targeting the significant expat Asian community.


Stephen Whiteside, Event Reports, ClickZ, April 2015

This event report outlines how Coca-Cola, the soft drinks giant, made highly effective use of social media to champion its sustainability efforts.

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