Soft drinks

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.

Nestlé SA (Soft drinks)

Article • Euromonitor Profiles, August 2018

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

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.

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.

Suntory Ltd (Drink and beverages, non-alcoholic)

Article • Euromonitor Profiles, February 2015

This Company Profile from Euromonitor provides key details and analysis of Suntory Ltd. Included is a strategic evaluation with key facts about the Japanese company, competitive positioning against comparative brands, and assessment of its position in the soft drinks 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.

Kool-Aid Liquid: Oh yeah! Reigniting a brand icon

Case Study • Kendall Flynn and Nicholas Cavet, WARC Prize for Social Strategy, Shortlisted, 2014

This case study describes a campaign in the US by Kool-Aid, a beverage brand owned by Kraft, which sought to convert passive awareness of the brand into sales by targeting mothers on social media.

MiO: Launching a disruptive product

Case Study • Institute of Communication Agencies, Gold, Canadian Advertising Success Stories, 2014

This case study describes a campaign in Canada by Kraft, to launch a new beverage product, MiO.

Schweppes: The Cocktail Revolution

Case Study • Tom Dingand and Michael Hyde, The Communications Council, Silver, Australian Effie Awards, 2013

This case study discusses how Schweppes, the beverage brand, launched a new campaign aimed at capturing the younger generation in Australia.

MiO Liquid Water Enhancer: MiO Squirt Some

Case Study • ARF Ogilvy Awards, Silver, International, 2013

This case study looks at how research contributed to the Canadian launch of MiO Liquid, a fruit flavoured water enhancer from Kraft.

Robinson's Fruit Squashes: Film - 'Pals' (UK)

Gunn Report • Gunn Creative, 2013

Contains the film creative 'Pals' for Robinson's Fruit Squashes by the agency BBH in the UK.

Bottlegreen Drinks

Case Study • Design Business Association, Gold, Design Effectiveness Awards 2012

Brand awareness and penetration of Bottlegreen's cordials were low in 2007, although repeat purchase was high.

Britvic: Help give a million birds a home

Case Study • Integrated Marketing Communications Council Europe, Bronze, IMC European Awards 2011

In the UK, Britvic, a drinks maker wanted to reclaim their position as pre-eminent squash makers and lessen their reliance on retailer price pressure.

Tang: Making water exciting to make Tang Philippines the fastest-growing Tang franchise in the world

Case Study • Jeremy Sy, WARC Prize for Asian Strategy, Entrant, 2011

In 2010, Tang Philippines, the powdered beverage brand owned by Kraft, faced the stiff challenge of turning around a declining business and reclaiming category leadership from Nestlé's newcomer ice tea brand, Nestea.

Adstats: Cold drinks advertising

Article • Admap, May 2011, pp. 48-49

This Admap article contains eight downloadable charts representing the highlights of recent Nielsen data on the cold drinks category.