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Soft drinks

The soft drinks sector is a major investor in advertising, and includes some of the world’s most recognisable brands. Key trends in the industry include the shift by consumers in many developed markets toward ‘healthier’ options. Soft drinks brands tend to be youth-focused, and often employ branded content and entertainment in their strategies.

Key Reading

Important papers from across the Warc database

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's activities from Formula 1 to snowboarding, breakdancing and gaming.
The advantage of talking to soft drinks brand lovers in order to reach the mass market.
A global look at the increasingly-influential "Coffee Mavens", who are often first in picking up on trends.

Case Study

This case study describes how Postobón, the soft drinks company, launched a new musician to then launch a grapefruit soft drink in Colombia.

Case Study

This case study shows how Coca-Cola, the carbonated drinks brand, achieved massive earned media support in the Middle East by tackling prejudice with an online video-led campaign.

Case Study

This case study shows how Coca-Cola, the carbonated drinks company, developed a community action platform for youth in the Middle East thus increasing its brand equity.

Case Study

This case study shows how Amigo, an instant coffee brand, made use of its tradition as a strong energising coffee to increase sales and market share in Romania.

Case Study

This case study explains how Coca-Cola used a transmedia branded content platform to win back 'share of heart' with mothers in Morocco.

Case Study

This case study shows how Gatorade, a sports drink, used a popular Snapchat filter to increase sales and brand awareness in the US during the Super Bowl.
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Article

This report provides an overview of the global hot drinks industry, examining the performance of hot drinks comparatively, leading companies, growth brands, and trends shaping the development of the market.

Article

This case study describes how the soft drinks brand Sprite used a search-based, real-time content strategy to increase brand penetration in India.

Article

This Company Profile from Euromonitor provides key details and analysis of Lavazza SpA. Included is a strategic evaluation with key facts about the Italian company, competitive positioning against comparative brands, and assessment of its position in the soft drinks market.

Article

This event report addresses how Nescafé, the coffee brand, has sought to enhance its digital presence.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Lipton, Brooke Bond and PG Tips.

Article

This global briefing focuses on industry trends in the carbonated soft drinks category, where volume sales of traditional sweetened products are in decline as health-minded consumers look to alternative options.
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  1. Article

    This case study shows how Pepsi Max, a carbonated drinks brand, used a content led digital strategy focusing on an existing product to build sales in the UK.
  2. Article

    This global briefing focuses on industry trends in the carbonated soft drinks category, where volume sales of traditional sweetened products are in decline as health-minded consumers look to alternative options.

  3. Article

    This article describes best practices from Coca-Cola on how to design a successful content strategy and stay relevant in consumers' lives.

  4. Article

    This case study shows how an online video-led campaign from Coca-Cola in the Middle East sent a message against prejudice during Ramadan, and achieved massive earned media support.

  5. Article

    This case study details Mountain Dew's campaign to launch Kickstart, a caffeine-infused interpretation of their product, in the US by positioning the brand as a "pre-game drink".

  6. Article

    This case study explains how Coca-Cola, the beverage brand, adapted its globally successful 'Share a Coke' campaign for the US market to encourage teens to drink more Coke.

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