Soft Drinks

Marketing in the soft drinks sector

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



Euromonitor Profiles, August 2015
This Company Profile from Euromonitor provides key details and analysis of Pepsi Co, the owner of brands such as Tropicana, Gatorade and Aquafina. 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.

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.


Low Lai Chow, Event Reports, Content Conversations, June 2015

This event report looks at how brands and agencies are addressing the need to create more mobile-friendly content to engage with consumers.


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 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.


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


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.

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