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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 ...

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.

Research Paper

An innovative mobile qualitative approach is helping British alcoholic drinks brand Diageo's African research and innovation teams make better business decisions routed in local culture across five African markets.

Case Study

This case study looks at how Frucor's brand OVI, an Australian soft drink product, repositioned its entire brand after being under threat of imminent failure.

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.

News

TORONTO: Coca-Cola, the soft drinks giant, is aiming to engage consumers at truly "decisive" moments in the purchase journey, such as when consumers are building online shopping lists.

Case Study

This case study shows how Coca-Cola, a carbonated beverages brand, overturned declining sales in Sri Lanka through an interactive campaign.

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.

Opinion

The eternal quest of every brand is to be able to meaningfully differentiate itself from a competitive set.

Article

This article provides marketers with guidance on how to engage Centennials, young people aged between 0 and 19, who already occupy one third of the global population and who have decidedly different attitudes than their predecessors, Millennials.

Article

This event report outlines how Maven, a ride-sharing brand from General Motors, is seeking to engage millennial consumers, and help shape the future of the automotive industry.

Article

This paper is a guide to help ad developers produce ads in an HTML5 format that meet IAB creative guidelines for desktop and mobile display ads.

News

MIAMI, FL: The controversy between the concepts of "total marketing" and "multicultural" marketing continues to engage American marketers, but Coca-Cola is finding its own niche between the two approaches.

Article

This event report outlines how Coca-Cola addressed cultural differences by blending a total-market strategy with specific targeted marketing activities.

Article

This event report details Coca-Cola's passion point strategy to make its brand resonate through 3,500 products in 200 different countries through spots of cultural connection that can engage a specific group with advertising capable of appealing to a far greater audience.

Case Study

This case study describes how Nissan, the automotive brand, created a virtual test drive experience to bridge the gap between consumers researching cars online and booking a test drive.

News

NEW YORK: Coca-Cola, the soft drinks giant, believes mobile could legitimately claim between 10% and 15% of marketing budgets for many of its brands, according to a leading executive from the company.

Article

This event report addresses how Coca-Cola, the soft drinks giant, is seeking to determine the effectiveness of its mobile marketing, and thus set the groundwork for boosting brand expenditure through this channel.

News

LONDON: Senior executives at Coca-Cola, Facebook and Google have joined the judging panel for the 2016 Admap Prize, awarded by Admap, Warc's flagship magazine dedicated to thought leadership.

News

NEW DELHI: In a departure from its normal practice, Coca-Cola is test-marketing a new product in India through an e-commerce platform rather than selected modern trade stores.

Article

This Company Profile from Euromonitor provides key details and analysis of The Coca-Cola Co, the owner of brands such as Minute Maid.

Case Study

This case study shows how 7Up, the soft drinks brand, grew its sales and brand relevance amongst young Hispanics in the United States by aligning the brand with electronic dance music.

Article

This event report outlines how Coca-Cola Journey, the soft drinks firm's official website, tapped into an opportunity presented by the finale of "Mad Men", the hit TV show.

Article

This event report shows how the Coca-Cola Company's Freestyle machine, a revolutionary soda-fountain dispenser, has become an invaluable data source for the soft drinks manufacturer.

Case Study

This case study explains how Sprite, the soft drinks brand, tackled slowing growth in India by placing its brand at the centre of changing popular culture and values.