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Key reading

Coca-Cola

Coca-Cola's real-time intelligence: Becoming the champions on engagement

This paper explains how Coca-Cola developed a platform to consolidate data from multiple sources in real-time. This platform was used to inform its marketing communications and decisions leading up to the 2014 FIFA World Cup, of which the brand was one of the major global sponsors.

Red Bull Media House transforms content marketing

Red Bull Media House's activities from Formula 1 to snowboarding, breakdancing and gaming.
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Going to the edges for inspiration

The advantage of talking to soft drinks brand lovers in order to reach the mass market.

Understanding usage and attitudes towards coffee

A global look at the increasingly-influential "Coffee Mavens", who are often first in picking up on trends.

Soft Drinks company profiles

Euromonitor data and analysis on the sector's major companies.


Latest case studies

Coca-Cola: Remove labels

This case study describes how Coca-Cola, a leading soft drink brand in the Middle East, held an Iftar (Ramadan meal) in the dark and removed labels from their cans to encourage people to see others without prejudice, and raise its brand profile.

Lucozade Sport: Harnessing the climate to influence the conversation

This case study describes how Lucozade, a well-known energy drink brand in the UK, created a test lab during the 2014 World Cup to provide scientific results and lead the conversation about the physical conditions of playing football in Brazil, to raise its brand profile.

Fanta: The Fanta Masters: How we used gaming as a trojan horse to compete with a Goliath

This case study describes how Fanta, a small player in the fruit-flavour drink category in MENA, created a new brand platform based on gaming to appeal to teens, and drive recruitment and consumption.

Slurpee Xpandinator: Flipping value on its head

This case study describes how Slurpee, a frozen beverage in Australia, created a brand experience to grow brand affinity whilst under price attack from competitors.

Latest articles

Understanding Coca-Cola's "One Brand" strategy

This event report outlines Coca-Cola's "One Brand" strategy, which seeks to take a more holistic approach to marketing the four main variants of the soft drink.

Warc 100: The world's best drinks campaigns and companies 2016

This short report summarises the results for the drinks category from the 2016 Warc 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Considerations for adopting technology

This article highlights six factors to take into account when considering using technology in marketing campaigns.

Coke's three steps for IoT marketing

This event report outlines how Coca-Cola, the soft drinks manufacturer, is seeking to use vending machines as part of its marketing strategy for the Internet of Things (IoT).

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com