Soft drinks

What's working in energy drinks

Article • WARC Category Intelligence, March 2018

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

Red Bull GmbH (Drink and beverages, non-alcoholic)

Article • Euromonitor Profiles, February 2020

This Company Profile from Euromonitor provides key details and analysis of Red Bull GmbH.

Revive: Salted Lemon – Beat the Heat

Case Study • Yen Pham, Khiem Nguyen Danh, WARC Media Awards, Entrant, Best Use of Data, 2019

Sports drink Revive employed a targeted campaign based on weather patterns on mobile, TV and social media, to persuade young consumers in Vietnam to try its Salted Lemon flavour and spur market growth in Vietnam.

Sting: Espresso Stopover

Case Study • Anh Vu, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2019

Energy drink brand Sting partnered with motorcycle ride taxi service GrabBike and convenience store 7-Eleven to launch its Sting Cafe Espresso drink to professional bikers in Vietnam.

Revive: Beat the Heat

Case Study • MMA Smarties, Finalist, APAC, 2019

Sports drink Revive employed a gamification campaign based on stripping off clothes on mobile, social media and on-ground interactive activations to persuade young consumers in Vietnam to try its Salted Lemon flavour and ignite volume growth.

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.

Lucozade Sport: Made to Move

Case Study • Account Planning Group - (UK), Shortlisted, 2019

Lucozade Sport, an energy drink brand, reversed sales decline in the UK by launching its Made to Move campaign which showed anyone can move through partnership with boxer Anthony Joshua, OOH and the introduction of Lucozade FitWater.

How KeVita’s sweepstakes help build its brand

News • 16 October 2019

KeVita, the beverage brand owned by PepsiCo, has used digital sweepstakes as a powerful tool for building consumer engagement.

KeVita leverages power of sweepstakes to drive online and offline connection

Article • Stephen Whiteside, Event Reports, Advertising Week New York, September 2019

KeVita, the drinks line owned by PepsiCo, is using sweepstakes as a tool to build excitement and engagement around its brand.

Sting: Remake The Boxer

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Sting, an energy drink brand, partnered with Amir Khan to become the leader in the energy drink category in Pakistan.

YouGov Ad of the Month – US: Red Bull

Opinion • BrandIndex, June 2019

During May, Red Bull earned the biggest rise in its advertising awareness in the United States among brands tracked by YouGov.

Carabao: We Are Female Fans

Case Study • SABRE Awards, EMEA, Marketing to Women, Gold, 2019

Energy drink brand Carabao created a media relations campaign based around Google image searches to showcase the brand’s ethos as one that resonated with young women in the UK.

KeVita: 6 Seconds to Commerce

Case Study • Effie Worldwide, Finalist, North American Effies, 2019

KeVita, a beverage company owned by PepsiCo, increased sales in the US by launching six-second snackable ads that directed users to buy on AmazonFresh.

Coca-Cola launches its first branded energy drink

News • 01 April 2019

Coca-Cola will launch its first energy drink in the UK under the Coca-Cola brand in a move that will put it in direct competition with market leaders Red Bull and Lucozade, as well as Monster, in which Coca-Cola has a minority stake.

Carabao Energy Drink: Mr Carabao’s £1 Million Giveaway

Case Study • Case Studies on WARC, 2018

Energy drink brand Carabao increased trial and rate of sale in the UK with a promotional campaign that allowed consumers to win a share of a total £1m cash prize fund.

Inside Red Bull's behavioural strategy for retail partners

News • 17 January 2019

The international energy drink brand Red Bull, is deploying an intensification strategy in the United States and will help its retail partners by deploying findings from an in-depth behavioural study.

How Red Bull optimises need-state-based retail activations

Article • Sam Peña-Taylor, Event Reports, Shopper Insights & Retail Activation Conference, October 2018

Red Bull, the global drinks brand, undertook a behavioural study to uncover a need-state based segmentation of its audience in order to aid retail partners.

Refinery29 x Gatorade: Sisters in Sweat

Case Study • Finola Austin, WARC Media Awards, Entrant, Best Use of Data, 2018

Sports-themed food-and-drink brand Gatorade joined forces with digital media and entertainment company Refinery29 to target teen female athletes in the US with a digital and social media campaign.

Suntory: Lucozade

Case Study • MMA Smarties, Gold, South Africa, 2018

Lucozade, the beverage brand, created a digital first campaign to promote its completion in South Africa.

Sting: STING X ASIAD - Most recognizable online campaign hijacked the biggest Vietnam milestone in 2018

Case Study • MMA Smarties, Finalist, Vietnam, 2018

Sting, a carbonated energy drink, leveraged the Asiad 2018 games to promote the brand across digital and social engagements with the Vietnam teams and athletes.

Blindfolded, Describing an Elephant: Why you need multiple implicit tools to tackle real world questions

Research Paper • Leigh Caldwell, ESOMAR, Congress, 2018

The research team for an energy drink company addressed the concepts around the nonconscious drivers of consumption by creating a model of the UK consumer’s mind and how the different parts of it collaborate to achieve the consumer’s goals.

YouGov Ad of the month - UK: Carabao

Opinion • BrandIndex, September 2018

This month, energy drinks brand Carabao is the brand which has achieved the highest uplift in its Ad Awareness in the UK.

Mountain Dew, Visioncare and Nickelodeon meet millennials in the ’90s

Article • Geoffrey Precourt, Event Reports, ANA Brand Activation Conference, April 2018

Nickelodeon, the kids-focused media brand, has successfully connected with millennials through appealing to their sense of nostalgia.

Citrix & Red Bull Racing: This is how the future works

Case Study • AME Awards, Silver, 2018

Citrix, an American multinational software company, increased site traffic and share of voice by creating an entire digital ecosystem to reach business and IT decision makers.

Gatorade: The sports fuel company - Jimmie Johnson Gatorade dunk

Case Study • AME Awards, Finalist, 2018

Gatorade, a manufacturer of sports-themed beverage and food products, launched the Jimmie Johnson Gatorade Dunk campaign in the US.