Soft drinks
The soft drinks sector is a major investor in advertising, and includes some of the world’s most recognisable brands. Key trends in the industry include the shift by consumers in many developed markets toward ‘healthier’ options. Soft drinks brands tend to be youth-focused, and often employ branded content and entertainment in their strategies.
Key Reading
Important papers from across the Warc database
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This global briefing focuses on industry trends in the carbonated soft drinks category, where volume sales of traditional sweetened products are in decline as health-minded consumers look to alternative options. -
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This article describes best practices from Coca-Cola on how to design a successful content strategy and stay relevant in consumers' lives. -
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This case study describes how Coke Zero, a Coca-Cola brand, created Drinkable Advertising in the US in order to drive trial among millennials as 80% of them have never tried Coke Zero. -
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This case study shows how an online video-led campaign from Coca-Cola in the Middle East sent a message against prejudice during Ramadan, and achieved massive earned media support. -
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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". -
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This case study explains how Coca-Cola, the beverage brand, adapted its globally successful 'Share a Coke' campaign for the US market to encourage teens to drink more Coke.
