Soft Drinks

Marketing in the soft drinks sector

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



Tahaab Rais, Warc Prize for Innovation, Shortlisted, 2014

This case study explains how Coca-Cola created a memorable, ownable community social responsibility platform that would empower young people in the Middle East to make a positive impact on their society beyond passive charity.


Nathalie L'Hoir, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Coca-Cola reconnected with the teen market in Belgium with its 'Share a Coke' campaign, in which the Coca-Cola name was replaced with 200 of the most popular baby names of the 1990s.


Tahaab Rais, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Coca-Cola Middle East created a new music platform, Coke Studio, to attract young people to the brand.


Rohan Lightfoot, Jennifer Lin and Tim Doherty, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Coca-Cola invented a new form of music-sharing in a summer campaign in China, to appeal to younger consumers.


Stephen Whiteside, Event Reports, Advertising Week New York, October 2014

This event report explains how Pepsi, the soft drinks brand, has tapped into the desire among millennials to enjoy unique experience and stay in touch with pop culture by relaunching its website, with a focus on sports, music, entertainment and similar subjects.


Euromonitor Profiles, October 2014
This Company Profile from Euromonitor provides key details and analysis of The Coca-Cola Co, the owner of brands such as Minute Maid. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the soft drinks market.

MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes how Coca-Cola Japan raised the purchase frequency of its Georgia canned coffee brand among heavy users and rejuvenated its network of vending machines nationwide.


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.


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.

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