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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.
Coca-Cola: Share a Coke gallery
This case study demonstrates the continuation of soft drink brand Coca-Cola's #ShareaCoke campaign in Ireland in 2014.
How IRN-BRU owned Glasgow 2014
This case study explores how IRN-BRU, the soft drink, became the most memorable sponsor of the Glasgow 2014 Games through a campaign focused upon its audience and accessibility.
Lucozade Sport: Bringing the World Cup home
This case study describes how Lucozade Sport, the energy drink, engaged its UK target audience of grassroots footballers during the 2014 World Cup.
Coca-Cola: A cultural study to understand happiness for this generation of teens
This case study reveals how Coca-Cola, the soft drinks brand, used a European cultural study for to understand what happiness means for teens today, in order to generate disruptive brand PR content.
Considerations for adopting technology
This article highlights six factors to take into account when considering using technology in marketing campaigns.
Thirsty work: Collaborating towards metacognition in the cold beverage path to purchase
This paper examines a research project focused on building a body of research that shows what impact the in-store experience in eateries has on beverage choice in order to empower companies to drive sales more effectively.
How O2 and Evian leverage their sports sponsorships
This event report looks at how two different brands, O2 and Evian, leveraged their sports sponsorships during 2015.
How IZZE reaches “hipster millennials”
This event report addresses how IZZE, a beverage brand primarily targeted at "hipster millennials", is engaging this marketing-averse audience.
Innocent drinks: How applied consumer psychology helped find the sweet spot for one savoury proposition
This paper explains how Innocent, the drinks company, incorporated behavioural economics into its packaging design test to launch a new product in the UK.
Marketing to children: the role of co-creation and humour for the LOL generation
This event report looks at two techniques – co-creation and humour – that marketers can use to reach different age groups within the children's market.
Going to the edges for inspiration: Why it's right to talk to 'extreme' consumers even if you are a mass-market brand
This paper argues that people with more interesting and unusual experiences, attitudes and backgrounds – 'extreme consumers' – can unlock insights that transform the work of marketing and innovation teams.
Coca-Cola blends total-market and targeted programs
This event report outlines how Coca-Cola addressed cultural differences by blending a total-market strategy with specific targeted marketing activities.
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