Drink and beverage: Non-alcoholic, soft drinks

 

In 2008, Irn-Bru was faced, in a flat market, with nearly saturated distribution and fierce competition. They needed to increase value sales in Scotland by 4 per cent. The strategy was to create a ser

Coca-Cola wanted to strengthen its appeal in Brazilian bars where beer was the popular drinking choice. It developed an idea to spark debate across the soccer-mad country, by exploiting the age-old sp ...

Coke Zero needed to convince skeptical guys 18-to-34 that Coke Zero really does taste like Coke. The strategy was to develop an integrated campaign around the idea of taste similarity, relying on irre ...

This article aims to demonstrate the power of qualitative insights and how they can be converted into actionable recommendations. The objective of the research study was to understand purchase and con

Young Brazilians make up Coca-Cola's largest consumer base and have the greatest influence on the brand image. It is important to stay connected to this group and music plays a large part. Sponsoring ...

Over the past three years, Lucozade Sport has doubled in size, largely as a result of its stated aim of engaging a smaller group of consumers in in-depth conversations. Research revealed that the grea ...

Everyday, 1.5 billion people, from over 200 countries, drink one of the 450 brands belonging to the Coca-Cola Company. Their motivation in doing so can vary from the physical to the social, and in an ...

In 2006, the northern European market for carbonated soft drinks was in decline. The Coca-Cola Company's stable of traditional regular drinks was being rejected because of growing health and image con ...

This article discusses the success of a viral video produced for PepsiCo's Gatorade brand by the agency Element 79, which achieved some six million views in the three months following its release, as ...

Pepsi wanted to differentiate its Diet Pepsi Max brand from a number of new energy drinks that had flooded the already overcrowded beverage market. The target audience was young professional aged 25-3 ...

In 2006, Perrier's US volume had been hit by years of steady decline, and its business had been reduced to a small group of suburban loyalists left over from the 1980s. Marketing was minimal, and prim ...

Juice sales were down 20% between 2000 and 2005 in the US as changing dietary habits hit the category. Ocean Spray's sales over the same period were down over 22%, and its household penetration droppe ...

The mission of Lucozade Energy was to get the people all over Britain out of their energy slumps, by giving them back their lost edge. The objective was to provide 10,000,000 people with the one thing

In 2007, energy drink V celebrated its tenth anniversary. However, the energy drink sector was also becoming increasingly passé to its biggest consumer category, 18-24 year-olds, and V's television-ce ...

The link between Robinsons and Wimbledon is one of the most enduring associations in sports sponsorship, extending to over 70 years. Wimbledon plays a key role for the brand: every year, the Champions ...

This paper discusses the 2006 campaign for Pomegreat pomegranate juice. PR had proved successful in getting the brand talked about, especially in terms of its health benefits. Now an above the line me ...

This paper discusses the 2006 launch campaign for IRN-BRU 32, a caffeinated energy drink aimed at the 18-30 audience, and competing mainly against Red Bull. TV was the main medium used, supported by r ...

This Bronze Award-winning paper details the launch campaign for Coca-Cola Zero, a zero-sugar version of the brand targeting a male audience. The mainly media used were TV, posters, online and free new ...

Ocean Spray was a declining brand in a declining fruit juice category during the 2000-2005 period. It had become side-lined when media attention focused on diet and obesity, even though cranberries w

Frucor Beverages wanted to create a carbonated soft drink brand - Frank - into a competitive market, in spite of the presence of big brands with large advertising budgets, blanket distribution and lon ...

Powerade - the leading sports water in New Zealand - was delivering strong year-on-year growth, but it was aiming to reach its full market potential. In-depth consumer research uncovered an issue that ...

Turning a 45-year-old juice brand - Fresh Up - into one that is accepted by highly fickle 18-24 year olds is a difficult challenge, and one that can backfire very quickly if communications appear to b ...

In 2002, Diet Pepsi won the Cassies Grand Prix for its 1998-2001 'Forever Young' campaign. In an effort to continue its share gains, it sought to evolve the campaign, which remained popular with consu ...

Energy drinks posted sales of about $2 million a year in Quebec, with figures growing steadily, but while there was a dominant market leader, there was no clear number two. At the same time, the Énerg ...

Cappy, an Austrian soft drink owned by Coca-Cola, is mostly aimed at women. The summer months are very important for the brand, but during 2006 this coincided with the World Cup, meaning that communic ...

On June 5, 1997, Wendy Kaufman, known to millions of consumers as "the Snapple Lady," was welcomed back as a brand spokesperson after an almost two-year hiatus. The move completed a circ ...

In 2001 PepsiCo's Mountain Dew was the fourth-best-selling soft drink on the U.S. market. Even so, since the 1990s soft-drink sales overall had been seriously declining. While Mountain Dew� ...

Since the first diet soft drink was introduced in the 1960s, the diet category has been a vital part of the beverage industry worldwide. Diet Pepsi is PepsiCo's second-biggest trademark, a $3 ...

From humble beginnings in a North Carolina pharmacy a century ago, Pepsi-Cola grew to become one of the best-known products throughout the world. The company behind it grew as well, to become one of ...

In the early 2000s the cola wars were as hot as ever with number two brand Pepsi-Cola battling to catch up with the top brand, Coca-Cola. But things were not going well for any of the cola brands, i ...