Soft Drinks

Marketing in the soft drinks sector

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



Allison Barnes and Justin De Graaf, ARF Experiential Learning, Re:think, March 2015

This paper sets out how Coca-Cola, the beverage company, used a new approach to social listening to better understand and serve its customers.


Geoffrey Precourt, Event Reports, BAA Link Brand Activation Showcase, April 2015

This event report addresses how MilkPEP built brand equity for chocolate milk as a recovery drink, thus tapping a new usage occasion for a product long regarded as a treat for kids.


Geoffrey Precourt, Event Reports, BAA Link Brand Activation Showcase, April 2015

This event report outlines how the "Share a Coke" program helped the soft-drinks brand return to growth after a period of declining sales.


Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report outlines how Red Bull Media House is drawing on its unparalleled expertise in content creation to help other brands engage consumers.


Patrick Fagan, Admap, April 2015

This article argues that Coca-Cola's new low-sugar variant - Coca-Cola Life - is doomed to fail.


Neil Gains, Admap, April 2015

This article explains how marketing in Asia often uses metaphor to build a sensory and emotional experience, and asserts that sensory experience it rooted in local culture.


Olivia Taylor, Market Research Society, Annual Conference, 2015

This paper explains how Innocent, the drinks company, incorporated behavioural economics into its packaging design test to launch a new product in the UK.


ARF Ogilvy Awards, Gold, Alcohol & beverages, 2015

This case study explains how Keurig, the coffee maker brand, used a stunt to associate itself with gift-giving and get people talking about its brand in the US.


ARF Ogilvy Awards, Silver, Alcohol & beverages, 2015

This case study explains how Starbucks, the coffee shop chain, used its sponsorship of TV show 'The Voice' in the US to highlight its pro-social activity and improve key brand metrics.

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


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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