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Food, drinks brands dominate in Asia

News, 30 December 2010

The marketing strategies of soft drinks, food and snack brands proved of particular interest to Warc's users in Asia during the last 12 months.

Frito-Lay appears twice in the top five, with case studies for Cadbury's Wispa, Hovis bread and I LOHAS bottled water taking the other three spots.

Frito-Lay's Sunchips, winner of the first Warc Prize for Ideas and Evidence, recorded the most downloads in the region.

The popularity of this paper, which tells the story of how Frito-Lay built the green credentials of its potato chip brand, suggests sustainability and transparency may be climbing the agenda in Asia.

Coca-Cola's I LOHAS adopted a similar positioning in Japan, tapping into a popular desire to help solve environmental problems.

The result was the launch of a water brand that became a market leader within six months, having been advertised as boasting lighter, more environmentally-friendly packaging.

Using low-budget, high-impact social media channels also captured the imagination of Warc's Asian clients, as evidenced by third-placed Cadbury's Wispa, which was relaunched via Facebook.

Frito-Lay also took fourth spot, this time for the multi-brand Only in a Woman's World effort to reverse a decline in sales among Canadian women.

It developed a web-based comedy series on, a dedicated online portal for this demographic, and leveraged this property by featuring characters in TV, print and point-of-sale advertising.

Hovis, the 2010 IPA Effectiveness Awards Grand Prix winner, appears in fifth.

This nostalgia-led campaign revived the flagging fortunes of a British brand with a rich heritage, spearheaded by a two-minute TV commercial.

Data sourced from Warc