Soft drinks

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Opinion • BrandIndex, August 2018

This month, Birell is the brand which has achieved the biggest uplift in its Ad Awareness in Egypt. The Egyptian people saw their national team qualify for the FIFA World Cup for the first time since 1990, so the brand was therefore well-placed to capitalise on some football themed product marketing.

Chinese brands pile in to sponsor World Cup

News • 22 December 2017

ZURICH/BEIJING: China’s national football team won’t be taking part in the FIFA World Cup in Russia next year, but that hasn’t deterred a series of leading Chinese brands from signing up as sponsors.

Krem-Top: Make Anything Better

Case Study • Natts Jadaone, WARC Prize for Asian Strategy, Entrant, 2017

Krem-Top, a coffee creamer brand in the Philippines, increased sales by tapping into a new segment with a TV ad and social media posts.

Bournvita Badam Boosters: Learning matters

Case Study • Khushnuma Daruwala, WARC Prize for Asian Strategy, Entrant, 2017

Milk-based food and drink brand Bournvita launched a new variant – Badam Booster – targeting children taking exams in India with a TV ad.

MILO: The Winner's Podium

Case Study • Srayan Ghosh, Arindam Chatterjee, WARC Prize for Asian Strategy, Entrant, 2017

Malt drink brand Milo used social media to change the narrative around parenting and raise purchase intent for the product in Malaysia.

Etika - Goodday: Goodday Relaunch 2016

Case Study • PMAA Dragons of Asia, Bronze, 2017

Fresh milk brand Goodday reclaimed its position on the Malaysian market by introducing a lovable character that let customers interact with the brand.

Sütsüz Olmaz

Case Study • MMA Smarties, Gold, Turkey, and Bronze, EMEA, 2017

Sütsüz, a milk brand, increased its market share in Turkey by creating a song and using influencers to encourage people to sing along in their own videos.

Beyti Milk: Creating creative kids

Case Study • Sherief Hassan, WARC Prize for MENA Strategy, Entrant, 2017

This case study describes how milk brand Beyti used an artistic platform to achieve standout and target mothers in Egypt.

Royal FrieslandCampina NV (Food)

Article • Euromonitor Profiles, July 2017

This Company Profile from Euromonitor provides key details and analysis of Royal FrieslandCampina NV, a Dutch packaged foods company with a strong focus on baby food and dairy.

MARIGOLD 0% Fat Yoghurt Drink: When You Feel Good It Shows

Case Study • Teo Hon Wui, Jeff Ng, WARC Awards, Entrant, Best Use of Brand Purpose, 2017

This case study shows how Marigold, a yoghurt brand, successfully increased brand awareness among Singaporean women using a highly engaging social media campaign.

Tine SA: The friendship breakfast

Case Study • SABRE Awards, Gold, EMEA, Corporate Social Responsibility, 2017

TineMelk, a milk brand, used a series of breakfast events promoted through PR, social media and its own cartons to improve attitudes towards refugees in Norway.

Nestlé: Milking stories inside

Case Study • SABRE Awards, Certificate of excellence, LATAM, Employee Communications, 2017

Nestlé, a food and drink company, increased brand loyalty among its Brazilian milk producer by developing a nationwide strategy to inform them about best practices and their role in the company.

Milk West: Snack Time

Case Study • Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2017

This case study details how Milk West, a group of four provincial milk marketing boards in Western Canada, developed content that changed behaviours in the youth target.

How Arla engaged shoppers in a low-interest category

Article • Lena Roland, Event Reports, Omnishopper International, November 2016

This event report describes how Arla, the British milk company, found growth by engaging shoppers in a category with enormous penetration, but negligible interest.

Olper's: Nutrition In Every Sip

Case Study • Fahad Ahmed, Sidra Farooqi and Ayesha Z. Randhawa, WARC Media Awards, Shortlisted, Effective Channel Integration, 2016

This case study describes how premium packaged milk brand Olper's converted loose milk users in Pakistan by building a multichannel educational health movement across the country.

Fonterra Brands New Zealand- Anchor: Anchor X-Ray Casts

Case Study • Direct Marketing Association - US, Gold, DMA International ECHO Awards, 2016

This case study describes how X-Ray Casts, a direct campaign for kids that promoted Anchor Calci Plus milk in New Zealand, achieved success by asking kids with broken bones to apply an X-ray cast.

MILO: MILO Champions Band and App

Case Study • Direct Marketing Association - US, Bronze, DMA International ECHO Awards, 2016

This case study explains how MILO, a milk based drink, created an app to help parents monitor their children's activity levels and food intake to increase the brand's relevance in the Philippines.

Almond Breeze Blue Diamond Growers

Case Study • Jennifer Gabrielli, WARC Prize for Social Strategy, Entrant, 2016

This case study shows how Almond Breeze, an almond milk brand in the US, positioned itself as a healthy milk alternative through a content and word-of-mouth based campaign.

Almarai: The best milk cannot be bought

Case Study • Ahmad Abu Zannad, WARC Prize for Social Strategy, Entrant, 2016

This case study describes how Almarai, the world's largest vertically integrated dairy company and the pride of Saudi Arabia, changed a negative online conversation to a positive one by using a digital campaign to shed light on a topic that was both relevant to a dairy brand and to a social issue in Saudi Arabia.

Considerations for adopting technology

Article • Daniel Hirschmann, Admap, January 2016, pp. 32-33

This article highlights six factors to take into account when considering using technology in marketing campaigns.

Anmum: Your pregnancy partner

Case Study • Onry John Chua and Grace Banguis, WARC Prize for Asian Strategy, Entrant, 2015

This case study describes how Anmum, a milk brand for pregnant women, developed a media strategy to stem its decline and increase product trial in the Philippines.

Diploma Full Cream Milk Powder: Changing the approach towards consumer promotions

Case Study • Bitop Das Gupta, WARC Prize for Asian Strategy, Entrant, 2015

This case study shows how Diploma Full Cream Milk Powder used a consumer promotion referencing a major social issue to create a more positive brand image.

Anchor: Must be milk

Case Study • The Communication Agencies Association of New Zealand, Gold, New Zealand Effies, 2015

This case study describes how Fonterra, a New Zealand multinational dairy co-operative, showed New Zealand the benefits of drinking milk to grow volume sales for its Anchor brand.

Nido Fortified: I love mama

Case Study • Marie Abiad and Anthony Giordano, WARC Prize for Connection Strategy, Shortlisted, 2015

This case study shows how Nido Fortified, a full cream milk powder for children aged 4-12, grew its market share in the Middle East while emphasising the brand's emotional bond with mothers.

How athletes usurped chocolate milk from kids

Article • Geoffrey Precourt, Event Reports, BAA Link Brand Activation Showcase, April 2015

This event report addresses how MilkPEP built brand equity for chocolate milk as a recovery drink, thus tapping a new usage occasion for a product long regarded as a treat for kids.

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".