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What’s working in non-alcoholic drinks

Article • WARC Category Intelligence, February 2021

Global strategies, campaign updates and trends in the non-alcoholic drinks category.

Suntory Ltd (Drink and beverages, non-alcoholic)

Article • Euromonitor Advertiser Profiles, January 2021

This Company Profile from Euromonitor provides key details and analysis of Suntory Ltd.

I See Vimto In You: How celebrating a spirit of difference took Vimto to new heights

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Vimto, a soft drinks brand, launched a TV ad in the UK that encouraged young consumers not to watch and rewarded those who rebelled with entertaining content to show it aligned with their need to be who they really are.

Changing touchpoint influence and relevance as a result of the pandemic

Article • Eric Dherte, WARC Exclusive, October 2020

This research looks at 36 touchpoints for 18 non-alcoholic drinks brands through a methodology that evaluates the relative influence of each touchpoint.

Tang: Tang Gets It Done

Case Study • Maan Bernardino-Dominguez, WARC Prize for Asian Strategy, Silver, 2020

Powdered drink brand Tang employed a TV, radio and digital strategy to target relaxed parents in order to rebuild perceived value and protect its user base in the Philippines.

Tang Pakistan: Refreshing Summers and Ramadan

Case Study • Sarah Shahid, Muhammad Raza, Saadi Ghouse, WARC Prize for Asian Strategy, Entrant, 2020

Tang, the powdered beverage, used real-time personalised communications to increase consumption in Pakistan.

YouGov Ad of the Month - Saudia Arabia: Vimto

Opinion • BrandIndex, June 2020

During May, soft drinks brand Vimto achieved the highest uplift in Ad Awareness of any brand in Saudi Arabia.

Nestlé SA (Soft drinks)

Article • Euromonitor Advertiser Profiles, January 2020

This Company Profile from Euromonitor provides key details and analysis of Nestlé SA, one of the world’s largest consumer goods companies.

How Britvic turned around a ‘supertanker brand’

News • 15 November 2019

Britvic, the soft drinks company, took drastic steps to address a decline in sales and penetration at Robinsons, its leading dilutes brand.

Why Monday nights are Fruit Cordial nights for Robinsons

Article • Brian Carruthers, Event Reports, Festival of Marketing, October 2019

Looks at how Robinsons, the dilutes brand, successfully repositioned itself to attract older consumers.

Tang: Value Campaign 2018

Case Study • Josh Bagatsing, Toni Tiu, WARC Prize for Asian Strategy, Entrant, 2019

Powdered beverage brand Tang retained its market leadership in the Philippines by taking on the soft drinks category through a TV led-campaign.

Robinsons: Revitalising the squash category

Case Study • Marketing Society, The Brave Awards, Winner, Brand Revitalisation, 2019

Robinsons, a fruit drink brand, transformed consumers’ views of the brand by launching two new sub-brands in the UK, which generated 7.8% value sales growth.

Robinsons: Revitalise

Case Study • Harriet Sanders, WARC Awards, Shortlisted, Effective Innovation, 2019

Robinsons, the long-standing UK fruit squash brand, turned around declining sales by revitalising its core range of soft drinks to deliver volume and margin growth for brand owner Britvic.

Country Time: Legal-ade

Rankings • WARC Creative 100, 2019

Country Time, the soft drink brand, promoted its lemonade mix through a social media campaign pledging to cover legal fees charged to lemonade stand sellers in the US.

Ribena: A case for the defence

Case Study • Gareth Price, IPA (UK), Bronze, IPA Effectiveness Awards, 2018

Ribena, a blackcurrant-based uncarbonated soft drink, moved away from its heartland 'in-home squash drinking' to focus on its ready-to-drink (RTD) range by launching a TV and VOD campaign.

Soft drinks global industry overview

Article • Euromonitor Strategy Briefings, March 2018

Gives a global industry overview of the soft drinks category, including leading companies and brands, the top five trends shaping the industry and market snapshots.

Seedlip: The art of nature

Case Study • Design Effectiveness Awards, Gold, 2018

Seedlip, a non-alcoholic spirits brand, designed the bottle for its launch based on botanical illustrations to stand out from the sickly sweet non-alcoholic drinks category.

Tang: Touch of magic

Case Study • Fizzah Shahid, Khadija Amin, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2017

Powdered drink brand Tang used a multimedia campaign to extend its usage to innovative food and beverage recipes in order to increase consumption throughout the year in Pakistan.

Refreshing Tang's brand story

Case Study • Maan Bernardino, WARC Prize for Asian Strategy, Entrant, 2017

Powdered beverage brand Tang used online and cinema to reposition itself in the Philippines.

Lipton Green Tea: Fit Cart – A sample of good health that would change a behaviour

Case Study • Alvaro Bretel, WARC Prize for MENA Strategy, Entrant, 2017

This case study describes how soft-drink brand Lipton Green Tea installed fitness tracking software on shopping trollies and created Fit Cart to launch its Live Good platform in the UAE.

Kirin Beverage Company: Kissing Package

Case Study • MAA Worldwide GLOBES, Silver, 2016

This case study describes a collaboration between Kirin, a drinks company, and Glico, a confectionery company, to increase sales of a pairing of their products in Japan.

Ribena Transforms Scrap to Gold

Case Study • WARC Prize for Asian Strategy, Shortlisted, 2016

This case study describes how Ribena, an English origin brand of blackcurrant-based uncarbonated and carbonated soft drinks, promoted its new drink variant to restaurant customers in Malaysia by using a branded card as its new advertising platform.

Paper Boat: Drinks and Memories

Case Study • WARC Prize for Asian Strategy, Entrant, 2016

This case study shows how Paper Boat, a beverage brand, stood out in the cluttered Indian beverages market with an emotionally-charged campaign.

How thinking like a tech brand helped set Robinsons free

Case Study • John Harrison, Marketing Society, Excellence Awards, Winner, 2015

This case study describes the launch SQUASH'D in the UK, a new concentrated drinks brand owned by Robinsons, which took inspiration from tech companies.

How SQUASH'D took Robinsons to places it had never been before

Case Study • 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.

What's working in FMCG

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the FMCG category.
Mountain Dew Kickstart comes alive

Case Study • AME Awards, Gold, 2016

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".
Global Ad Trends: FMCG and COVID-19

Data • James McDonald, Rob Clapp, WARC Data, March 2020

This report summarises the latest research from WARC's Data platform, with a focus on FMCG & COVID-19. Key findings include
How to make effective food advertising in the COVID-19 era: insights from Ipsos

Article • Stephen Whiteside, Event Reports, Ipsos 2020 Food Industry Summit, August 2020

Research firm Ipsos analyzed the advertising creative that delivered the greatest impact during the COVID-19 pandemic to offer guidance for food brands.
Coca-Cola’s three-stage model for responding to COVID-19

Article • Stephen Whiteside, WARC Exclusive, May 2020

Coca-Cola, the soft drinks manufacturer, has mapped out a three-phase strategy as it responds to the COVID-19 crisis.
What's working in hot drinks

Article • WARC Category Intelligence, March 2018

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