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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.

Case Study

This case study describes how Twinings, a tea marketer, launched its brand of sweet green teas, Twinings' Sweet Greens, in the UK market by adapting its existing green tea packaging.

Case Study

This case study details how Orangina, the Suntory-owned French juice drink, reversed a decline in sales in the UK by calling back to the brand's history, harnessing its vibrancy and restoring its premium status.

Case Study

This case study describes how Harrogate Spring Water, a UK mineral water brand, achieved cut through in the tough British water market with a redesigned bottle and a new brand positioning.

Case Study

This case study explores how Cawston Press, a British soft drinks manufacturer, was capable of increasing sales with its promotion of taste and excitement in a commoditised sector.

Case Study

This case study describes how Jacobs Monarch, a coffee brand, increased engagement in Russia by encouraging people to be hospitable.

Case Study

This case study shows how Coca-Cola, the carbonated drinks company, developed a community action platform for youth in the Middle East thus increasing its brand equity.
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Article

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

Article

This event report details how Coca-Cola, the soft drinks manufacturer, is driving value from data.

Article

This event report addresses how Nescafé, the coffee brand, has sought to enhance its digital presence.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Lipton, Brooke Bond and PG Tips.

Article

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.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé's hot drinks brands, including Nespresso and Nescafé.

Article

This event report examines how Gatorade uses multiple platforms to promote its products and build it brand.
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  1. Article

    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.

  2. Article

    This article describes best practices from Coca-Cola on how to design a successful content strategy and stay relevant in consumers' lives.

  3. Article

    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.

  4. Article

    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.

  5. Article

    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".

  6. Article

    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.

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