Soft Drinks

Marketing in the soft drinks sector

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



Vina Henson and Fiona Ella Sandoval, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how PowerPacq, an energy drink brand, used celebrity endorsement to launch a new variant in the Philippines.


Saad Saraf, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study describes how Supermalt, a drinks brand, used creative and fun PR and events to target Afican and Caribbean communities in London, UK.


Chandana Raizada, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study describes a campaign by Maaza, the drinks brand, to reposition it from a seasonal to a year-round product in India.


Andrew Cone, Anthony Wong, Tim Broadbent and Farris Baharom, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how Milo, a malt drink owned by Nestlé, engaged with Malaysian teenagers to extend its product life beyond just children's consumption.


Vandana Nath and Neeraj Bassi, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Sprite, the soft drinks brand, tackled slowing growth in India by placing its brand at the centre of changing popular culture and values.


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.


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.

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