Soft Drinks

Marketing in the soft drinks sector

Articles and cases by category:
Non-alcoholic, soft drinks
Coffee and tea



Ron Gailey, Stephen Phillips and Pete Cape, ESOMAR, Asia Pacific, Singapore, May 2015

This paper outlines how Coca-Cola used online research to create a rapid-response system for testing advertising creative in Southeast Asia.


Cristina Brand, Carla Mayumi, Flavio Marcondes and Gabriel Aleixo, ESOMAR, Latin America, April 2015

This paper explains how Coca-Cola, the beverage brand, developed a platform to consolidate data from multiple sources in real-time, to inform its marketing communications and decisions.


Emma Batho, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how Pepsi Max, the beverage brand, won back young British consumers by becoming a publisher brand on YouTube.


Luis Mendoza, Warc Prize for Social Strategy, Shortlisted, 2015

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.


Peter Wilson, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes the launch of a new super-concentrated squash variant by Robinsons in the UK.


Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report outlines how Coca-Cola's sponsorship programs of the Olympics has evolved since 2008 – and the main issues shaping the company's thinking before the 2016 Games in Brazil.


Matt Tanter, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how Lucozade Sport, the drinks brand, created a content and social media strategy to build its positioning as enhancing performance during the 2014 football World Cup.


Geoffrey Precourt, Event Reports, BAA Link Brand Activation Showcase, April 2015

This event report addresses how MilkPEP built brand equity for chocolate milk as a recovery drink, thus tapping a new usage occasion for a product long regarded as a treat for kids.


Geoffrey Precourt, Event Reports, BAA Link Brand Activation Showcase, April 2015

This event report outlines how the "Share a Coke" program helped the soft-drinks brand return to growth after a period of declining sales.

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OAK: Kill hungrythirsty dead

APG Australia Grand Prix winner for the milk brand


COMPANY PROFILES

Soft Drinks

Data and analysis on the sector's major companies


CASE STUDY

I LOHAS: Crush Eco

Warc Prize Asia winner turns innovation into sales