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HFSS and the future of grocery retail: Unpacking the new rules

Article • WARC Exclusive, August 2021

Examines the implications of the new HFSS (high in fat, sugar and salt) food laws in the UK, and particularly their impact on marketers.

HFSS: How grocery brands and retailers can stay effective in an age of restriction

Article • Callum Saunders, WARC Best Practice, July 2021

Advice for marketers selling food or drink products high in (saturated) fat, salt or sugar.

M-150: Adapting to thrive!

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

M-150, an energy drink brand, launched a campaign in Thailand to retain easy-switch blue-collar consumers.

Pony Malta: Flavors of another dimension

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Pony Malta, a malt drink brand, launched its special edition Pix (chocolate flavour) and Bit (cookie flavour) drinks in Colombia during the COVID-19 pandemic.

Coca-Cola Energy: It's the right time for...

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Coke Energy, an energy drinks brand, launched a campaign in Russia to generate purchase intent and build market share.

Gatorade: Dream Shot

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Sports beverage, Gatorade, connected with the basketball community in China by helping save neglected practice facilities with its Dreamshot campaign.

Brand in action: How Genki Forest plans to be the next Coca-Cola

Opinion • WARC, June 2021

Coming from an investment background, Uki Zhang, Genki Forest’s partner and head of functional brands and products, is now selling sparkling water and tea, as well as building a new energy drink sub-brand – she shares the disruptor brand’s plans to go global.

Pony Malta: Pony breaaak

Case Study • WARC Awards for Effectiveness, Silver, Instant Impact, 2021

Colombian malt soft drink Pony Break ran a hyper-personalised TV and social media campaign to reverse rapidly declining sales during the Covid-19 pandemic.

Plug Power: How Plug Power grew from niche player to major energy company leading the hydrogen revolution

Case Study • SABRE Awards, Gold, North America, 2021

Plug Power, a hydrogen fuel cell company, positioned itself as a relevant sustainable energy brand in the USA by focusing on media coverage and industry events.

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.

Revive: Stay Fit @Home – The New Norm in Social Distancing

Case Study • MMA Smarties, Bronze, Vietnam, 2020

Revive, a sports drink brand, encouraged consumers in Vietnam to exercise at home during the COVID-19 lockdown.

Revive: Your Everyday Life Is A Sport

Case Study • MMA Smarties, Bronze, Vietnam, 2020

Revive, a sports drink brand, highlighted to consumers in Vietnam how their everyday activities can be just as physically exerting as sport and increased sales in a declining category.

Warrior Energy Drink: Get your head back into the game

Case Study • MMA Smarties, Gold, APAC, 2020

Warrior, an energy drink brand, launched its campaign Get Your Head Back in the Game to appeal to gamers in Vietnam.

Gatorade: A Dream Shot

Case Study • Cassie Li, Nicholas Short, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

A nationwide social competition saw sports drink brand Gatorade reach out to China's 300 million-plus basketball players in order to drive sales and expand its fan base.

Coca-Cola: Coke Energy - This energy is for you

Case Study • MMA Smarties, Gold, X (Global), 2020

Coca-Cola, a carbonated drinks brand, launched its energy drink Coca-Cola Energy in Turkey by using a customised media strategy to target key energy need moments for consumers.

Tenzing: how a small brand is thinking big

Article • Brian Carruthers, Event Reports, MAD//Anywhere, November 2020

Tenzing Natural Energy is an energy drink with a different proposition from the big players in the market.

Gatorade Zero: Keep Moving

Case Study • ARF Ogilvy Awards (US), Silver, 2020

Gatorade, a sports-themed food and beverage brand, launched its Keep Moving campaign in the USA to promote its Gatorade Zero product launch to athletes over the age of 25.

How the pandemic is changing the effect of touchpoints

News • 20 October 2020

New research, published exclusively by WARC, charts the shifting impact of touchpoints as a result of the pandemic: a sign of evolving consumer behaviours.

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.

Revive: Beat The Heat

Case Study • Yen Pham, WARC Awards for Asian Strategy, Entrant, 2020

Vietnamese isotonic drink Revive Salted Lemon ran a targeted digital and OOH campaign to recruit new users, increase market share and expand use occasions.

Gatorade: A Dream Shot

Case Study • Nicholas Short, Cassie Li, WARC Awards for Asian Strategy, Entrant, 2020

A nationwide social competition saw sports drink brand Gatorade reach out to China's 300 million-plus basketball players in order to drive sales and expand its fan base.

100Plus: Activate Your Potential – AME 2019

Case Study • Su Ling Chan, Danesh Asokkumar, Nichelle Ng, WARC Awards for Asian Strategy, Entrant, 2020

Isotonic drinks brand 100Plus increased sales and reach among millenials in Malaysia through a collaboration with an upcoming band.

TrueStart: Wild for Life

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2020

TrueStart, a coffee brand, expanded its distribution from sports-focused retailers to on-trade and its own café bar by creating the Wild for Life brand strategy and packaging design in the UK.

Mountain Dew: Green Means Go

Case Study • Larah Lee, WARC Awards, Entrant, Effective Content Strategy, 2020

In the Philippines, soft drink brand Mountain Dew bridged the gap to Generation Z's virtual thrill-seekers by creating AR-enhanced content and organising gaming events.

Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
What's working in hot drinks

Article • WARC Category Intelligence, March 2018

Global strategies, campaign updates and trends in the hot drinks 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".
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.
Four food-shopper mindsets that should shape brand planning in 2021

Article • Callum Saunders, WARC Exclusive, September 2020

Grocery shopping mindsets are changing as a result of the pandemic and it will be vital for brands to embrace new behaviours to capitalise on throughout 2021.
What’s working in FMCG

Article • WARC Category Intelligence, June 2021

Global strategies, campaign updates and trends in the FMCG category.