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Boost: Stamina Meter – a new currency in town

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

Boost, the milk food drink, tangibly demonstrated its stamina proposition to connect with a previously untapped audience in India.

California Milk Processor Board: 'Glass Half Full News' fueled by 'got milk?'

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

The California Milk Processor Board (CMPB), a US non-profit marketing board, encouraged consumers to buy milk by launching an episodic internet show.

Bear Brand: #BISABANGET

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Bear Brand, a sterilised milk drink, launched a campaign that centred on the multiplicity of usage to appeal to younger consumers in Indonesia.

S-26 Procal GOLD: AR Book

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

S-26 Procal GOLD, a brand of growing-up milk, increased sales by launching an interactive augmented reality (AR) colouring book that provided an experience for mums and babies to share, differentiating the brand from competitors.

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.

Dancow: Parent Fest

Case Study • MMA Smarties, Bronze, Indonesia, 2020

DANCOW, a Nestlé-owned brand of powdered milk, launched a livestreamed parenting festival in Indonesia to give parents advice on how to cope during the COVID-19 lockdown.

Frisian Flag: Play and Learn with Teman 123

Case Study • MMA Smarties, Bronze, Indonesia, 2020

Frisian Flag, a brand of dairy products, launched a gamified mobile campaign in Indonesia featuring the brand's mascots with the tagline Smart, Tall and Strong to increase brand awareness and engagement and drive an uplift in brand consideration.

S-26 Procal: Wyeth S26 #CaraPintarMam Ini Hasilnya

Case Study • MMA Smarties, Bronze, Indonesia, 2020

S-26 PROCAL, a brand of growing-up milk, positioned itself as a way for mothers in Indonesia to help their child develop strong learning capacities.

Milo NutriUp: Launch Raih Lebih Game

Case Study • MMA Smarties, Bronze, Indonesia, 2020

MILO Nutri Up, a brand of milk drink, launched a gamified mobile campaign to market its product to adults and raise brand awareness in Indonesia.

Friesland Campina: Frisian Flag 123 “Catch to Grow” AR Mobile Campaign

Case Study • MMA Smarties, Silver, Indonesia, 2020

Frisian Flag, a dairy product brand, launched an immersive mobile game in Indonesia to increase brand awareness, drive an uplift in brand consideration and spark brand loyalty.

Bear Brand: Bisa Banget

Case Study • MMA Smarties, Gold, Indonesia, 2020

Bear Brand, a powdered milk drink brand, highlighted the brand's versatility by emphasising the diverse range of scenarios in which the brand can be consumed.

Bear Brand: Ramadan 2020

Case Study • MMA Smarties, Bronze, Indonesia, 2020

Bear Brand, a sterilised milk drink, launched a three-phase campaign during Ramadan in Indonesia to support key workers, promote the physical restorative qualities of the product and encourage people to stay at home during lockdown.

Anlene: Let's move Indonesia

Case Study • MMA Smarties, Bronze, Indonesia, 2020

Anlene, a brand of powdered milk, increased sales during lockdown in Indonesia with its Move At Home challenge.

Frisian Flag: 123 “Catch to Grow” AR mobile campaign

Case Study • MMA Smarties, Silver, APAC, 2020

Frisian Flag, a dairy product drinks brand, launched its augmented reality (AR) mobile campaign Frisian Flag 123 Catch to Grow to increase brand awareness and engagement and drive an uplift in brand consideration in Indonesia.

Bear Brand: Bisa Banget

Case Study • MMA Smarties, Silver, APAC, 2020

Bear Brand, a powdered milk brand, put the customer at the centre of its campaign to increase consideration and the frequency of consumption among a younger audience in Indonesia.

Dancow Nutritods: Dancow Nutritods 2020

Case Study • MMA Smarties, Bronze, APAC, 2020

Dancow, a growing up milk brand, positioned itself as the toddler and pre-school expert in Indonesia and drove growth in the category by launching Dancow Nutritods.

QQ Star: Night at the Museum

Case Study • Benjamin Condit, Nicholas Short, Ariel Ban, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Dairy brand Yili created an augmented reality experience through its packaging, supported by social media content and prize draw to drive sales of its QQ Star Milk drink in China.

DIMES: Milkshake Launch

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

DİMES, a soft drink brand, maintained brand loyalty and rejuvenated its perception among Generation Z in Turkey by producing the first long-life milkshake with on-the-go packaging.

Oatly: Ditch Milk

Case Study • Caroline Ekstrand, Andreas Granath, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Oat milk brand Oatly used a controversial campaign to raise awareness of an important issue and grow sales.

What is connected packaging?

Opinion • Jenny Stanley, October 2020

Have you ever noticed a QR code on the milk carton, wine bottle or yoghurt pot? If you scan it with your smart phone camera – it will take you to a connected experience where you will find product information, discount codes, competitions and interactive games or virtual reality experiences.

Amul India's Dr. R S Sodhi: 'Once we take a position, we keep to it'

Opinion • Gabey Goh, October 2020

Dairy giant Amul emerged from India’s lockdown in a much stronger position than before. RS Sodhi, managing director of the Gujarat Co-operative Milk Marketing Federation and owner of the Amul brand speaks to WARC’s Gabey Goh for WARC Marketer's Toolkit 2021 about never going dark, meeting new consumer demands, being hyper-local and the organisation’s belief in long-term consistency.

Chinese consumers sour on foreign dairy brands

News • 23 September 2020

Nationalistic fervour amid souring relations with the United States and Australia, has contributed to a sales drop in China for foreign dairy products.

Amul: The World's Largest Live Recipe Show on Facebook

Case Study • Jayen Mehta, Abhishek Varughese, WARC Awards for Asian Strategy, Entrant, 2020

India's largest food brand, Amul, turned to live cooking demonstrations to uplift sentiments towards the catering industry, strengthen its relationship with chefs and boost consumer engagement.

QQ Star: Night at the Museum

Case Study • Nicholas Short, Benjamin Condit, Ariel Ban, Ray Li, WARC Awards for Asian Strategy, Entrant, 2020

Dairy brand Yili created an augmented reality experience through its packaging, supported by social media content and prize draw to drive sales of its QQ Star Milk drink in China.

Goodday Charge: A new form of energy from milk

Case Study • Milan Agnihotri, MunTip Liew, WARC Awards, Entrant, Effective Innovation, 2020

Goodday, a milk brand, successfully launched a campaign that introduced a new chocolate milk drink to Malaysian consumers, by branding it as an alternative energy-recharging drink and increasing its sales.

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: