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Key reading


Coca-Cola's real-time intelligence: Becoming the champions on engagement

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 transforms content marketing

Red Bull Media House's activities from Formula 1 to snowboarding, breakdancing and gaming.
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Going to the edges for inspiration

The advantage of talking to soft drinks brand lovers in order to reach the mass market.

Understanding usage and attitudes towards coffee

A global look at the increasingly-influential "Coffee Mavens", who are often first in picking up on trends.

Soft Drinks company profiles

Euromonitor data and analysis on the sector's major companies.

Latest case studies

Kenco: Coffee vs Gangs

This case study explains how Kenco, the coffee brand, boosted its ethical credentials to increase sales in the UK and Ireland.

How Advertising & Brand Building kept Deep RiverRock Hydrated Over 10 Years

This case study demonstrates how Deep RiverRock, the Irish water brand, managed to become the bottled water of choice for 18-35-year-olds in Ireland.

Barry's Tea: Give it time to brew: How Ireland's longest-running brand idea helped Barry's Tea to ride out the recession

This case describes how Barry's Tea, a family-owned tea company founded in 1901 in Cork City, proved the commercial value of a long-term, evolving, brand-building advertising idea.

Me & The Bees: Strategic Rebranding

This case study details the renaming of BeeSweet lemonade, a US-based lemonade manufacturer founded and led by an 11-year-old, and the campaign to change the name, brand, and story to Me & the Bees.

Latest articles

Considerations for adopting technology

This article highlights six factors to take into account when considering using technology in marketing campaigns.

Coca-Cola's shopper marketing targets the dinner table

This event report explores how Coca Cola is getting its product featured on dining tables across the US by assisting large retail chains to sell complete meals with food and drink all for one price.

Thirsty work: Collaborating towards metacognition in the cold beverage path to purchase

This paper examines a research project focused on building a body of research that shows what impact the in-store experience in eateries has on beverage choice in order to empower companies to drive sales more effectively.

How O2 and Evian leverage their sports sponsorships

This event report looks at how two different brands, O2 and Evian, leveraged their sports sponsorships during 2015.

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