Soft drinks

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What's working in energy drinks

Article • WARC Category Intelligence, March 2018

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

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.

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.

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.

The world's best drinks campaigns and companies 2018

Gunn Report • Gunn Articles, May 2018

Looks into which drinks campaigns, along with the agencies that have worked on drinks campaigns, have performed best over the past year.

How Boost targets children on parent’s phones

Article • Jo Bowman, Event Reports, I-COM Data Creativity Awards 2018

Boost, a malted drink popular with children in India, successfully reached its target audience with long-form video content delivered via parents’ phones.

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.

Leveraging category entry points to drive brand influence in China

Article • Chris Maier, Research on WARC, Publicis Media China, November 2017

This article draws on exclusive research by Publicis Media China and the Ehrenberg-Bass Institute to determine how CEPs drive brand influence in the Chinese ready-to-drink category.

Re-inventing the Redbull India content strategy

Case Study • Samera Khan, WARC Prize for Asian Strategy, Entrant, 2017

Energy brand Red Bull reinvented its content strategy on Facebook to become relevant to the Indian audience, while staying true to the brand's values.

Sponsor: The Flag of Spirit

Case Study • Sasipa Mongolnavin, WARC Prize for Asian Strategy, Entrant, 2017

Sponsor, a sports drink brand in Thailand, increased its sales by building a connection with sports lovers by helping them support the Thai national football team.

Boost: Playing a bigger game

Case Study • Rachit Khanna, Deep Singh, WARC Prize for Asian Strategy, Entrant, 2017

Kids' malt drink brand Boost used TV and print to reposition itself in India.

Gatorade Drives High Social Engagement

Case Study • Direct Marketing Association - US, Runner Up, Best Use of Social Media, 2017

Gatorade, a sports drink brand, engaged millennials in the US by creating an interactive ad game on Snapchat to help increase purchase intent and relevance.

MILO Champ Squad Trade Launch

Case Study • MMA Smarties, Gold, Indonesia, 2017

MILO, a beverage produced by Nestle, launched a geo-targeting mobile campaign to promote its drink product as a healthy choice for families.

Mizone Olimpiactiv

Case Study • MMA Smarties, Bronze, Indonesia, 2017

Mizone, an energy drink brand, increased brand uplift by creating the world's first digital sporting event on mobile.

How Boost is paying way to effectively target kids using Pokkt's proprietary software and overall, driving brand preference

Case Study • MMA Smarties, Silver, India, 2017

Boost Drinks, an energy drinks brand, increased consideration among its target audience by creating a 3-part video series with its celebrity brand ambassador, Virat Kohli.

Frucor Beverages - V Energy: The Massive Hit

Case Study • Rob Harding-Smith, The Communications Council, Silver, Australian Effie Awards, 2017

This case study shows how Frucor's brand V Energy had success with its 'The Massive Hit that Improves You A Bit' campaign in Australia despite increasing regulatory and lobbying pressure for its caffeine and sugar content.

What Purdey's learned from Idris Elba

News • 17 August 2017

LONDON: Soft drinks firm Britvic has reported a successful partnership with actor Idris Elba in generating sales of its Purdey’s brand, but less achievement in building the brand itself.

How Purdey’s scored - and missed - with Idris Elba

Article • Brian Carruthers, Event Reports, Digital Marketing World Forum, June 2017

This article explains how it’s still possible to miss the mark even if an influencer seems to fit well with the brand's identity, as Purdey’s found with Idris Elba.

Sting launch campaign

Case Study • Noor Hassanein, WARC Prize for MENA Strategy, Shortlisted, 2017

The case study describes how PepsiCo energy drink brand Sting used TV, digital and sampling to launch the brand and redefine the sector in Egypt.

Gatorade: The Super Bowl Dunk

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017

This case study shows how Gatorade, a sports drink, used a popular Snapchat filter to increase sales and brand awareness in the US during the Super Bowl.

Gatorade: The Super Bowl Dunk

Case Study • Effie Worldwide, Bronze, North America Effies, 2017

This case study explains how Gatorade, a non-alcoholic beverage brand, turned the Super Bowl into a platform for brand engagement through the use of Snapchat.

Energy drink marketing does 'give you wings'

News • 15 May 2017

VANCOUVER/PARIS: The mere marketing of energy drinks as mixed with alcohol ends up making young men feel more intoxicated and uninhibited than they actually are, a new study has revealed.

PepsiCo: Sting Launch

Case Study • Habib Daher, WARC Media Awards, Shortlisted, Effective Channel Integration, 2016

The case study describes how PepsiCo energy drink brand Sting used TV, digital and sampling tactics to launch the brand and redefine the sector in Egypt.

Coca-Cola: Hijacking the African Cup

Case Study • Naila Fattouh, WARC Awards, Grand Prix, Effective Content Strategy, and Multiplatform Special Award, 2018

Beverage brand Coca-Cola used an imaginative integrated campaign to start a conversation around football and increase awareness during the African Cup of Nations in Egypt.
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.
Fanta Relaunch

Case Study • David Toussaint, WARC Media Awards, Silver, Effective Channel Integration, 2017

Beverage brand Fanta revitalised its brand awareness in Australia through engaging its customers in the campaign itself.
Lion - Dare Iced Coffee: How not thinking straight led to long-term growth

Case Study • Pieter-Paul von Weiler and Heleen Hidskes, The Communications Council, Grand Effie, 2017

This case study explains how Dare, an Australian iced coffee brand, outperformed its competitors by creating a new consumption occasion: becoming the habitual choice for whenever people are not thinking straight.
Coca-Cola: Uniting through music

Case Study • Tahaab Rais, WARC Awards, Entrant, Effective Content Strategy, 2017

This case study explains how Coca-Cola used a music-based branded content platform and a campaign across TV, social media and on-ground, to connect people in Arab countries by encouraging them to sing together.
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".