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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.

Tropicana: Sip Your Sunshine

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

Tropicana, a brand of orange juice, increased sales in a category suffering from steady decline with its joyful, optimistic campaign Sip Your Sunshine.

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.

Maaza: Redefining indulgence for Indian women

Case Study • Ankit Singh, Kirti Sharad, WARC Awards for Asian Strategy, Entrant, 2020

Beverage brand Maaza adopted a retargeting strategy to cement its appeal to female consumers and revive the mango drinks segment in India.

Minute Maid: Transforming India's fruit economy

Case Study • Sreekumar Balasubramaniam, Ankit Singh, Abhijit Kumar, WARC Awards for Asian Strategy, Entrant, 2020

Fresh fruit beverage brand Minute Maid launched a social initiative to improve the farmer economy in India while growing sales.

Flawsome!: From wonky to wonderful

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

Flawsome, a juice brand, redesigned its packaging and changed its name from Get Wonky in the UK to better promote its products made from flawed fruits and vegetables that would otherwise be wasted.

Fruit Shoot: Fruit Shoot for the Moon

Case Study • Polly Goodman, Craig Adams, WARC Awards, Entrant, Effective Innovation, 2020

Children's drink brand Fruit Shoot implemented an integrated and innovative communications strategy in the UK to increase sales and move the brand from terminal decline into growth.

Greenpeople: Water Measure

Case Study • Paula Queiroz, Claudio Lima, WARC Awards, Entrant, Effective Innovation, 2020

GreenPeople, a cold-pressed juice brand, launched a limited-edition water bottle to show Brazilians how much water they were wasting every day, thus successfully increasing brand awareness.

DİMES Voice command

Case Study • MMA Smarties, Silver, Turkey, 2019

DIMES, a squeezed juice brand, partnered with a recipe website to launch a voice-controlled breakfast-recipe reader, which increased brand awareness and market share in Turkey.

Dimes Voice Command

Case Study • MMA Smarties, Bronze, X (Global), 2019

DIMES, a squeezed juice brand, partnered with a recipe website to launch a voice-controlled breakfast-recipe reader, which increased brand awareness and market share in Turkey.

DIMES: 90'lara Başka Bak

Case Study • MMA Smarties, Finalist, EMEA, 2019

DIMES, a fruit juice brand, successfully increased sales by launching a campaign that used 90's Turkish pop songs and outdoor events to engage consumers' memories of the brand.

Honest Tea's masterbrand strategy

News • 25 August 2019

Honest Tea, the beverage manufacturer, is seeking to build its masterbrand as its portfolio extends well beyond the drink that is embedded in its name.

Honest Tea builds a masterbrand that extends across categories

Article • Stephen Whiteside, Event Reports, Owning Your Narrative: The Future of Media, June 2019

Honest Tea, the beverage manufacturer, is seeking to build its masterbrand as it extends into new categories and targets different consumer groups.

RAW Pressery: All Good, No Bad

Case Study • Gurpreet Kour, WARC Cases, 2018

Cold-pressed juice brand RAW Pressery successfully launched on the Indian market with a campaign that put its natural ingredients front and centre.

The rise of hydration beverages in Southeast Asia

Article • Euromonitor Strategy Briefings, January 2019

Looks at the performance of hydration beverages in the Southeast Asia market, including drivers behind the demand, various hydration consumer groups and potential challenges and opportunities.

Dabur Real: Getting India to drink more juice, one small pack at a time

Case Study • Ekta Relan, Srishti Jain Khandelwal, WARC Awards for Asian Strategy, Entrant, 2018

Dabur Real, India's market leader in juices and nectars, found a new occasion for consumption, growing sales of its own brand and the category as a whole.

ABC Kacang Hijau: Six-second stories that helped reverse six quarters of decline

Case Study • Dhiren Amin, Rahul Chawra, Dilip Garga, WARC Awards for Asian Strategy, Entrant, 2018

Better-for-you beverage brand ABC Mungbean used an online campaign in Indonesia to turn around three semesters of decline with minimal marketing investment.

Tropicana Twister: Why try to be X when you are Y

Case Study • MMA Smarties, Finalist, Vietnam, 2018

Tropicana Twister, a brand of fruit drink, instigated sales growth due to a change in communication in Vietnam.

Dimes Breakfast Street Foursquare Campaign

Case Study • MMA Smarties, Gold, Turkey, 2018

Dimes, a restaurant chain, promoted its sponsorship of a famous street in Turkey by launching a crowd level map that showed customers when queues were long at popular breakfast clubs.

Dimes Breakfast Street Foursquare Campaign

Case Study • MMA Smarties, Gold, Turkey, 2018

DIMES, a health food brand, carried out a successful digital campaign using navigation app Yandex Navigation to reach Turkish consumers stuck in traffic.

Unilever: Buavita - Shake the Mango in Ramadan

Case Study • MMA Smarties, Bronze, Indonesia, 2018

Buavita, a juice brand, advertised on games to reach Muslim mums in Indonesia during Ramadan, which led to a 13% growth in sales.

Unilever: Buavita "Real Time" Shield

Case Study • MMA Smarties, Bronze, Indonesia, 2018

Buavita, a juice brand in Indonesia, used a mobile game to promote the health benefits of its juices to its target audience.

Buavita: 'Real time' shield

Case Study • MMA Smarties, Finalist, Global, 2018

Buavita, a juice brand in Indonesia, used a mobile game to promote the health benefits of its juices with its target audience.

Patanjali Mango Juice: Patanjali- Motu Patlu

Case Study • MMA Smarties, Silver, India, 2018

Patanjali, an Indian consumer goods company, increased awareness of its mango juice among kids in India by placing its product as a power booster in mobile gaming apps.

How to make effective food advertising in the COVID-19 era: insights from Ipsos

Article • Stephen Whiteside, Event Reports, Ipsos 2020 Food Industry Summit, August 2020

Research firm Ipsos analyzed the advertising creative that delivered the greatest impact during the COVID-19 pandemic to offer guidance for food brands.
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 hot drinks

Article • WARC Category Intelligence, March 2018

Global strategies, campaign updates and trends in the hot 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 non-alcoholic drinks

Article • WARC Category Intelligence, February 2021

Global strategies, campaign updates and trends in the non-alcoholic drinks category.
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: