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Opinion

Wasim Basir, Coca-Cola MENA’s Director of Integrated Marketing Communication and the chair of judges for this year ’ s WARC Prize for MENA strategy, speaks to Lucy Aitken about the challenge of reaching the region’s youth and what makes a winning strategy.

News

BANGKOK: Coca-Cola has adopted a creative approach to ensure the consistency and accuracy of its brand tracking data across more than 90 markets, according to an executive at the company.

Article

Coca-Cola ensures high quality brand tracking data in 90 markets internationally by employing a 'pre-warning' system for data anomalies, and employing a specific 'data consigliere' resource to ensure high quality, consistent and integrated data across the company.

Case Study

Mirinda, a PepsiCo beverage, ran an ethical campaign in India to drive a stronger association with its young customers.

Case Study

PepsiCo, a food and beverage company, leveraged its partnership with the UEFA Champions League in Ireland by launching a video campaign that surprised superfans by taking them to the UCL game.
Countdown Clock
Just 41 days left to enter the WARC Prize for MENA Strategy

Article

Personally identifiable information, or PII, data can be a mobile number or email address that unlocks rich consumer information and is set to overhaul tenets of audience definition in the future.

News

NEW YORK: Marketing research is failing the community it needs to serve in some important ways, according to Brad Jakeman, a Senior Advisor and Consultant to PepsiCo.

Article

Examines how Mountain Dew, the soft-drink brand owned by PepsiCo, approaches content marketing.

Article

Marketers are still grappling with many of the changes taking place in society and the communications ecosystem, and must rethink various aspects of their existing strategies.

News

SHANGHAI: Chinese drinks brands need new and exciting creative to keep brands fresh for consumers as they take on the dominance of Coke and Sprite in the country, according to research by Publicis Media China in partnership with the Ehrenberg Bass ...

Case Study

Beverage brand Fanta revitalised its brand awareness in Australia through engaging its customers in the campaign itself.

News

SINGAPORE: When market testing showed an uphill battle for Coca-Cola’s new sugar-free product in Singapore and Malaysia, the global beverages giant turned to experiential activations to engage local consumers.

Article

This article draws on exclusive research by Publicis Media China and the Ehrenberg-Bass Institute to determine how CEPs drive brand influence in the Chinese ready-to-drink category.

News

MIAMI, FL: Coca-Cola, the soft-drinks manufacturer, has developed an innovative spin on sponsorship through signing an endorsement deal with a virtual soccer player in FIFA 18, a video game created by EA Sports, a unit of Electronic Arts.

News

GLOBAL: The inexorable rise of the craft trend is knocking on the doors of the soft-drink giant, as spirit sippers look to premium alternatives with which to mix their drinks.

Article

When Coca-Cola's new sugar free product faced an uphill battle in Singapore and Malaysia, the company turned to experiential marketing to get Asia's millennials fizzing again.

Article

The Coca-Cola Co., the soft-drinks manufacturer, has used its affiliation with the FIFA World Cup soccer tournament to engage fans in various ways.

Case Study

Coca-Cola, the beverage brand, increased in-home consumption by challenging cultural norms in India with a TV ad.

Case Study

Soft drink brand Coca-Cola used a multichannel approach and limited edition packaging to appeal to teens and boost sales in China during the Rio Olympics.

Case Study

Mirinda, a soft drinks brand owned by PepsiCo, strengthened its connection to Indian teens with an online video that helped them talk about stress and depression.

Case Study

Soft drink brand Coca-Cola used a multimedia campaign to develop a long-term role for the brand by associating it with the Thadingyut festival in Myanmar.

Case Study

Kofola, a Czechoslovakian cola brand, launched its new melon flavoured cola in the Czech Republic and Solvakia by using comedic online videos to reach millennials.

Case Study

Oasis, a soft drink brand, reversed its declining UK sales by devising a brutally honest campaign.

Case Study

Carbonated drink brand Mountain Dew reinvented its yearly Dew Challenge in Malaysia to target casual gamers as well as hardcore ones with a Drone Hunt app.

Case Study

Etika Sdn. Bhd., an FCMG manufacturer in Malaysia, promoted the Mountain Dew soft drink through a mixed reality game, the Mountain Dew Drone Hunt.