Soft drinks

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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.

Goldman taps American thirst for plant milks

News • 30 January 2018

BERKELEY, CA: In a $65 million investment round, Goldman Sachs, the US investment bank has placed a significant bet on a little-known company, Ripple Foods, a young beverage startup that specialises in pea milk, in a move that suggests changing ...

Tang: Touch of magic

Case Study • Fizzah Shahid, Khadija Amin, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2017

Powdered drink brand Tang used a multimedia campaign to extend its usage to innovative food and beverage recipes in order to increase consumption throughout the year in Pakistan.

Tropicana: Creating a lot of growth from a little glass

Case Study • Account Planning Group - (UK), Silver, 2017

Tropicana, a UK juice brand, grew sales using a multiplatform strategy that encouraged people to consume less of the product per serving.

Pepsico: J7 Tonus. 24 hours left

Case Study • MAA Worldwide GLOBES, Gold, 2016

This case study explains how J7 Tonus, a Russian drinks brand owned by PepsiCo, used a receipt promotion to increase sales.

ITC eyes new F&B expansion

News • 21 April 2017

MUMBAI: ITC, the Indian conglomerate, intends to expand its presence in packaged food and beverages – with edible oil, health foods, and value-added dairy products earmarked as possible categories – in a move that will see it ...

Point of view: A taste of Indian nostalgia

Article • Anvar Alikhan, Admap, March 2017, pp. 50-50

This article looks at an exciting new entrant into the growing Indian soft drinks market - Paper Boat, a brand launched in 2013, which originally intended to market an energy drink named Tzinga, but instead recreated some of the traditional fruit drinks of the subcontinent as packaged drinks.

B'lue: Live to Feel

Case Study • PJ de Jesus and Jan Lorraine Cui, WARC Media Awards, Entrant, Effective Channel Integration, 2016

This case study describes how B'lue, a new water-based drink, launched in the Philippines by building a strong association between a new movement and the product.

B’lue Batman v Superman

Case Study • Jan Lorraine Cui and PJ de Jesus, WARC Media Awards, Effective use of partnerships and sponsorships, 2016

This case study shows how B'lue, a drink brand, increased sales and brand awareness in the Philippines by using Batman vs Superman branded content As sales in the soft drinks and juices market were declining, B'lue wanted to become millennial's alternative drink of choice.

Appy Kids Drinks: Augmented reality packaging

Case Study • Annalisa Del Carro, WARC Prize for Innovation, Entrant, 2016

This case study describes how Appy Kids Drinks, a healthier kids' drink brand in the UK, increased its sales by developing a brand presence with interactive packaging.

Ocean Spray Cranberries: The most beautiful harvest

Case Study • SABRE Awards, Most innovative brand/agency collaboration, In2, 2016

Ocean Spray, the world's leading producer of good for you cranberry juices, launched an international campaign to raise brand awareness and educate consumers about cranberries.

JuiceBurst: A story of explosive growth

Case Study • Design Business Association, Gold, Design Effectiveness Awards, 2016

This case study explores how JuiceBurst was transformed over three years from being largely unknown to one of the UK's fastest growing beverage brands.

J2O Glitterberry: Getting excited for the party season

Case Study • Design Business Association, Bronze, Design Effectiveness Awards, 2016

This case study explains how Britvic's J2O soft-drink brand increased sales of its festive limited edition Glitter Berry, with a redesign strategy.

Less is more: Being deprived often brings out the best - the added value of deprivation techniques in research

Research Paper • Dave McCaughan and Vanessa Oshima, ESOMAR, Congress, Dublin, September 2015

This paper argues that deprivation studies - where a product is taken away from a participant - is the best way to understand true feelings and behaviours.

Innocent drinks: How applied consumer psychology helped find the sweet spot for one savoury proposition

Research Paper • Olivia Taylor, Market Research Society, Annual Conference, 2015

This paper explains how Innocent, the drinks company, incorporated behavioural economics into its packaging design test to launch a new product in the UK.

Pip Organic: The UK's first kid's organic juice and smoothie range

Case Study • Design Business Association, Bronze, Design Effectiveness Awards, 2015

This case study describes how PIP Organic, an independent brand of 100% organic juices and smoothies in the UK, successfully launched a new range for children through clearly differentiated packaging design.

Maaza: Creating a utopian world of seasonless mangoes

Case Study • Chandana Raizada, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study describes a campaign by Maaza, the drinks brand, to reposition it from a seasonal to a year-round product in India.

Capri Sun: Kids vs. pros – playground throwdown

Case Study • Case Studies on WARC, February 2014

This case study explains how Capri Sun, the soft drinks brand, created a multi-platform national promotion in the USA to reinvigorate the brand after declining interest among children.

Minute Maid Pulpy: The Real Juice Challenge

Case Study • Guillaume Pagnoux, WARC Prize for Asian Strategy, Shortlisted, 2013

This case study describes how Minute Maid Pulpy, the orange juice brand, responded to aggressive competitor marketing in Malaysia.

Slice: Seduction in a Slice bottle

Case Study • Ruchi Mathur and Shefali Mahadevia, WARC Prize for Asian Strategy, Shortlisted, 2013

This case study describes how PepsiCo's beverage brand, Slice, targeted the frequent consumer category in India.

Slice: Seduction in a Bottle

Case Study • Shefali Mahadevia, WARC Prize for Innovation, Longlisted, 2013

This case study describes how PepsiCo's challenger Indian soft drink brand, Slice, grew its share of consumer spend in an extremely competitive sector not by targeting a small niche in the market, as challenger brands typically do, but by actively targeting the frequent category consumer.

Doordrop Media: FMCG

Case Study • TNT Post, 2013

This set of brief case studies demonstrates how doordrop media have been used to encourage trial for FMCG brands.

Happy Monkey

Case Study • Design Business Association, Gold, Design Effectiveness Awards 2013

Happy Monkey, formerly an adult health drink, was repositioned as a UK kids' smoothie brand with this campaign.

Minute Maid: No.1 Fans Conviction

Case Study • Suzzane Zhang, WARC Prize for Asian Strategy, Entrant, 2012

The Coca-Cola Company needed to grow the presence of its Minute Maid Pulpy Super Milky drink in China to challenge a dominant rival in the value-added dairy category.

H2oh!: Braids

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2012

PepsiCo's H2Oh! carbonated flavoured water had established a solid number two position in Argentina, but the category started to decline in favour of still flavoured water.

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.
Pepsi: #Say It With Pepsi

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

This case study looks at how Pepsi, the beverage brand, helped differentiate itself from other brands in the category with its #SayItWithPepsi campaign, launched in the US.
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".