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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

This paper explains how Coca-Cola developed a platform to consolidate data from multiple sources in real-time. This platform was used to inform its marketing communications and decisions leading up to the 2014 FIFA World Cup, of which the brand was one of the major global sponsors.
Red Bull Media House's activities from Formula 1 to snowboarding, breakdancing and gaming.
The advantage of talking to soft drinks brand lovers in order to reach the mass market.
A global look at the increasingly-influential "Coffee Mavens", who are often first in picking up on trends.

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