Advertising best practice, evidence and insights

What's working in carbonated soft drinks

Article • WARC Exclusive, March 2018

Global strategies, campaign updates and trends in the carbonated soft drinks category.

What's working in energy drinks

Article • WARC Exclusive, March 2018

Global strategies, campaign updates and trends in the energy drinks category.

Coffee in Asia Pacific

Article • Euromonitor Strategy Briefings, March 2017

A regional overview of coffee in Asia Pacific, including an analysis of leading companies and brands, country snapshots and forecast projections for the category.

Coke builds on its heritage for the digital age

News • 18 June 2018

SINGAPORE: Asia’s beverage industry is undergoing rapid and exponential growth and this offers Coca-Cola the opportunity to put a Coke “within a click’s reach of desire”, the company’s CEO has said.

Coca-Cola wins Content Grand Prix at WARC Awards

News • 13 June 2018

GLOBAL: A campaign created by FP7/CAIRO for soft drinks brand Coca-Cola around the African Cup of Nations has won the Grand Prix in the Effective Content Strategy category in the 2018 WARC Awards.

Behind Coca-Cola’s marketing strategy framework in Japan

Article • Anna Hamill, Event Reports, Advertising Week Asia, May 2018

Coca-Cola has applied its Integrated Marketing Communication philosophy to its product marketing in Japan, the company’s most profitable market internationally.

PG Tips: Morning Moods

Case Study • Jack Trew, WARC Awards, Entrant, Effective Social Strategy, 2018

PG tips, the tea brand, used social media GIFs to increase awareness of its black tea varieties in the UK.

Fanta: Taking Over Halloween

Case Study • Mark Freeman, Will Hossner, Rebecca Evans, Laaigah Aslam, WARC Awards, Entrant, Effective Social Strategy, 2018

Soft drink brand Fanta pranked the internet to engage with teens for a Halloween campaign which drove significant sales uplift across Western Europe.

Citrix & Red Bull Racing: This is how the future works

Case Study • AME Awards, Silver, 2018

Citrix, an American multinational software company, increased site traffic and share of voice by creating an entire digital ecosystem to reach business and IT decision makers.

The Coca-Cola Company: Royal Bliss launch

Case Study • AME Awards, Finalist, 2018

The Coca-Cola Company, a beverage manufacturer, launched a campaign in Spain to introduce its new premium mixer range, Royal Bliss.

Gatorade: The sports fuel company - Jimmie Johnson Gatorade dunk

Case Study • AME Awards, Finalist, 2018

Gatorade, a manufacturer of sports-themed beverage and food products, launched the Jimmie Johnson Gatorade Dunk campaign in the US.

Coke taps millennial passion for content

News • 21 May 2018

NEW YORK: Coca-Cola, the soft drinks giant, is seeking to engage millennials who like settling in at home with their favourite content via a shopper marketing campaign with a “Play.

Coca-Cola tempts content-hungry millennials with “Play. Pause. Refresh.”

Article • Mary Connors, Event Reports, P2P Summit, March 2018

Coca-Cola, the drinks manufacturer, aimed to target fans that used different devices and screens, with fresh at-home snacking rituals that open up further opportunities to drive sales of soft drinks.

The world's best drinks campaigns and companies 2018

Gunn Report • Gunn Articles, May 2018

Looks into which drinks campaigns, along with the agencies that have worked on drinks campaigns, have performed best over the past year.

Lipton: Don't Just Think; Do

Case Study • SABRE Awards, Gold, Superior Achievement In Brand-Building, Africa, 2018

Lipton, a tea brand, launched its Doing Good campaign in Nigeria to leverage Ramadan and connect with both Christian and Muslim consumers across Nigeria with a message of love.

Hot drinks global industry overview

Article • Euromonitor Strategy Briefings, April 2018

This report provides an overview of the global hot drinks industry, examining the performance of hot drinks comparatively, leading companies, growth brands, and trends shaping the development of the market.

Why Coke thinks agencies need skin in the game

News • 07 May 2018

DUBAI: A brand’s agency partners should be willing to take risks and have skin in the game, according to Coca-Cola’s head of integrated marketing communications in the Middle East.

Agencies need skin in the game, says Coke

Article • Lucy Aitken, Event Reports, Dubai Lynx, March 2018

The brand-agency relationship needs to be rethought in several ways, according to a leading Coca-Cola executive.

How to drive grocery sales online

Article • Andrew Watts, Admap, May 2018, pp. 35-37

Research has revealed that consumers have made it harder for FMCG brands to effectively drive online sales by adopting new habits, such as using the same e-commerce shopping list every week.

Pay with Honesty, Get Honest Tea

Case Study • SABRE Awards, North America, Special Event, 2018

Honest Tea, a tea brand, created the Pay with Honesty, Get Honest Tea campaign in the US to generate media buzz and promote honesty through pop-ups.

Ad of the month – UAE: Coca-Cola

Opinion • BrandIndex, May 2018

This month, Coca-Cola is the brand that has achieved the biggest uplift in Ad Awareness in UAE with an ad that has found particular resonance among young people.

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.

Hépar: #InMyFamilyWeSay

Case Study • Michel Kowalski, WARC Awards, Gold, Effective Social Strategy, 2018

French mineral water brand Hépar increased sales by building a campaign around the phrases French families use to describe going to the toilet.

Coca-Cola joins in-car merchandising drive

News • 20 April 2018

ATLANTA: Coca-Cola, the global beverages giant, has joined forces with a small but expanding tech start-up, enabling some of its products to be sold to ride-hailing passengers while in transit.

How Boost targets children on parent’s phones

Article • Jo Bowman, Event Reports, I-COM Data Creativity Awards 2018

Boost, a malted drink popular with children in India, successfully reached its target audience with long-form video content delivered via parents’ phones.

Soft drinks