LONDON: Coca-Cola has beaten Pepsi as the world's smartest soft drinks brand, according to new rankings based on the Warc 100 database.
Overall, Coca-Cola scored 274 points to Pepsi's 113, with Sprite (owned by the Coca-Cola Company) third on 70 points and Gatorade (owned by PepsiCo) fourth on 47. Nescafé, owned by Nestlé, was fifth on 33 points.
Unsurprisingly, The Coca-Cola Company, PepsiCo and Nestlé were the top three advertisers, scoring 408, 313 and 51 points respectively.
The Warc 100 is an annual ranking of the world's 100 best marketing campaigns and companies, based on their performance in effectiveness and strategy competitions. Over the past year, Warc has tracked more than 1700 winners in 75 different competitions, assigning points based on the awards won (for example, Gold, Silver or Bronze), then weighting those points based on the competition's rigour and prestige in the global industry.
These rankings have been generated by the Warc 100 table builder. Available exclusively to Warc subscribers, this tool allows users to put together their own bespoke datasets, filtering the Warc 100 database by company type – agency, network, brand and so on – product category and location.
On the agency side, it was Colenso BBDO in New Zealand that was the top-ranked creative agency for soft drinks campaigns only, scoring 53 points. Ogilvy & Mather Sydney was second on 36, with FP7/DXB in Dubai third on 35.
BBDO Worldwide and Omnicom Group topped the agency network and holding companies rankings respectively for soft drinks, scoring 180 and 326 points. Ogilvy & Mather was the second placed network on 139 points, with WPP the number two holding company on 299 points.
When these rankings are extended across all product categories, Colenso BBDO in New Zealand was the number one creative agency, with BBDO Worldwide and Omnicom finishing first on the agency network and holding companies rankings respectively. The brands and advertisers rankings, across all product categories, were won by Coca-Cola and Unilever.
Earlier in the year, Warc announced its inaugural Warc 100, ranking the 100 smartest marketing campaigns of the past year. This ranking was led by 'Vodafone Fakka', a campaign from JWT Cairo for telecoms firm Vodafone.
Data sourced from Warc