Soft Drinks

Marketing in the soft drinks sector

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

Stephen Whiteside, Event Reports, Content Marketing Summit, September 2014

This event report discusses how Red Bull has moved beyond selling energy drinks to organising a huge range of branded events, as well as controlling assets like soccer teams, Formula One racing cars and a music studio.

Kaiyu Li, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how Mizone, a soft drinks brand, reinvigorated itself in China by targeting young people with an 'antidote to stress' message.

Kishankumar Shyamalan, Tejkaran Singh Bajaj, Simanta Mahanta, Sanchayeetha Verma, Shailja Vohra, Venkatesh Kamath, Sumit Choudhary, Vandana Krishnan, Vikesh Jain, Lakshana Kripash, Sangeetha Mahadevan and Manoj Kandaswamy, Warc Prize for Asian Strategy,

This case study describes a Tata Tea TV campaign - 'Power of 49' (PO49) - which educated women about the importance of their vote in the Indian general election of 2014.

Case Study

Bournvita: Race
Hitesh Patel and Mandar Gore, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how powered milk drink Bournvita, owned by Mondelez, overcame slowing growth in India by focussing on the importance of good habits for children, targeting mothers.

Vibha Gupta, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Coca-Cola, the drinks company, broke into the Indian at-home market by targeting mothers.

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.



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