Soft drinks

Case Study • Maan Bernardino-Dominguez, WARC Prize for Asian Strategy, Shortlisted, 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.

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 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 • 15/11/2019

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.

Suntory Ltd (Drink and beverages, non-alcoholic)

Article • Euromonitor Profiles, October 2019

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

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 UK, 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, Institute of Practitioners in Advertising, 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 Business Association, 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 UK, 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.

Marketing to children: the role of co-creation and humour for the LOL generation

Article • Lena Roland, Event Reports, Kids and Youth Research, Market Research Society, January 2015

This event report looks at two techniques – co-creation and humour – that marketers can use to reach different age groups within the children's market.

Tang: Recyclass

Case Study • Direct Marketing Association - US, Silver, DMA International ECHO Awards, 2014

This case study describes how Tang, the soft drinks brand owned by Mondelez, targeted children in the Philippines with a sustainability message to increase brand loyalty.

Kraft Canada: MiO Sport

Case Study • Effie Worldwide, Silver, North America Effies 2014

This case study describes the launch of a product variant, MiO Sport, a sports drink version of a new beverage mixer by Kraft, targeting men aged 18-34 in Canada.

Tang: Kid empowerment movement leads to saving the environment

Case Study • Jean Kristle Yu, WARC Prize for Social Strategy, Shortlisted, 2014

This case study describes a campaign in the Philippines by Tang, a beverage brand owned by Mondelez, which targeted and aimed to empower children with a recycling drive.