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Article

Global strategies, campaign updates and trends in the carbonated soft drinks category.

Gunn Report

The Gunn Media 100 is an annual ranking of the world’s most awarded advertising and marketing campaigns in media competitions around the world, and the companies that created them.

Gunn Report

Contains the creative for the 'Mountain Dew League' campaign for Mountain Dew by the agency OMD in the US.

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

Case Study

Red Barrels, the Canadian video game developer, produced a comic diaper product to advertise its new horror game, Outlast 2, which was launching globally.

Opinion

The Super Bowl is deserving of our attention, and brands that shell out to feature had to bring their best game.

Opinion

Super Bowl LII is upon us, and the US ad industry has been stressing over creating the ad to end all ads: powerful, emotional storytelling sure to stun any Cannes jury.

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.

Article

This article is a conference note on ‘using neuroscience tools to develop creative that sells’ from the MRS Summit 2017, held in May in London.

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

F&N, Malaysia's largest manufacturer and distributor of soft drinks, reconnected with the youth through a crowdsourced music video.

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.

Case Study

Mountain Dew, the carbonated soft drinks brand, sustained growth in Malaysia with a campaign that encouraged co-creation with its audience.

Case Study

Mountain Dew, a drinks brand from PepsiCo, launched its product 'Game Fuel' by creating an online gaming championship to connect with its target - India's gamers.

Article

This article explains key steps marketers need to take to market effectively to rural consumers in India – a population of 840 million that is expected to grow.

Article

This report provides part 2 of an overview of world health and wellness company strategies, examining multinationals' acquisitive activities and product strategies, industry challenges, brand growth platforms and regulatory challenges.

Article

This article outlines how some of India’s biggest brands - including Colgate, PepsiCo and Emami - are using mobile marketing to access rural India.

Article

This article looks at how brands should identify the sales-driver segments of the target audience and then profile them in order to engage them via appropriate messages, if they are to grow sales.

Article

This event report outlines analysis conducted by Nielsen, the research firm, into what drives effectiveness among the top-performing Super Bowl ads.

Article

This event report outlines how PepsiCo, the food and snacks group, is benefitting from the decision to create more content in-house.

Case Study

This case study details how Shock Top, a brand of craft white ale, adapted its tactics used in Canada to reinvigorate the brand in the United States.

News

Case studies from the Cannes Creative Effectiveness Lions were the most-viewed on Warc during 2016, with the Grand Prix winner from UK retailer John Lewis the number one paper overall.

Article

This article looks at how successful social media campaigns can be more accurately distinguished from popular but ineffective campaigns.

News

LOS ANGELES: Mountain Dew, the soft drinks brand owned by PepsiCo, believes that tapping into the power of virtual reality (VR) can help it make a major impression in the "experience economy".