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Coca-Cola Co (Soft drinks)

Article • Euromonitor Advertiser Profiles, December 2020

This Company Profile from Euromonitor provides key details and analysis of The Coca-Cola Co, the owner of brands such as Minute Maid.

Coca-Cola is named the best UK Christmas advertiser

News • 04 December 2020

Coca-Cola has been named as this year’s best Christmas advertiser in the UK after its two festive campaigns saw off strong competition with a winning formula of nostalgia and escapism.

Pepsi: Play Your 2020 Story

Case Study • Jackie Zhu, Bridget Sun, Nicholas Short, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Soft drinks giant Pepsi partnered with video and e-commerce platforms Tencent and JD.com to create an interactive movie to appeal to young people in China during Chinese New Year.

Fanta: Twisted Carnival

Case Study • Tom Curtis, WARC Media Awards, Bronze, Effective Use of Tech, 2020

Category-leading soft drink brand Fanta ran an experiential and digital Halloween campaign in Britain in 2018 to grow sales and engagement among its target teen audience.

The Coca-Cola Company: "Alexa, send me a Diet Coke"

Case Study • Tom Curtis, WARC Media Awards, Bronze, Effective Use of Tech, 2020

Coca-Cola ran a tech-enabled sampling campaign in the United Kingdom to recruit new drinkers and improve its sample targeting.

Fanta: Music Is Ours

Case Study • MMA Smarties, Gold, X (Global), 2020

Fanta, a carbonated drinks brand, reached teenage consumers in Turkey by launching Instagram Polling ads that got them to interact with the brand on social.

Pepsi: Practicing The New Normal With Swag

Case Study • MMA Smarties, Gold, X (Global), 2020

Pepsi, a soft drinks brand, launched a mashup of its existing hit track on TikTok in India that encouraged social distancing and connected with young consumers during the COVID-19 pandemic.

Pepsi: A fundraising initiative to provide 2.5 million meals In India

Case Study • MMA Smarties, Gold, X (Global), 2020

Pepsi, a carbonated drinks brand, supported restaurant workers during the COVID-19 pandemic in India by launching a fundraising campaign promoted through an online film and influencer engagement.

Mirinda X Banana Culture: A Soda Idol's Debut

Case Study • Echo He, Nicholas Short, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Soda brand Mirinda used a multi-channel campaign to launch its new flavour in China and stand out from the competition.

Coca-Cola: High-So to All-So

Case Study • SABRE Awards, APAC In2, 2020

Coca-Cola, the soft drink brand, celebrated the accomplishments of women in Myanmar with its campaign From Hi-So to All-So and changed the conversation surrounding International Women's Day.

Coca-Cola: Hagamos Esto Juntos

Case Study • SABRE Awards, LATAM, Practice Area, Gold, 2020

Coca-Cola, a soft drinks brand, generated an environmental movement that inspired all Mexicans to be part of the recycling process and changed their perception about Coca-Cola Mexico's initiatives to achieve a World Without Waste.

Pepsi China celebrates COVID-19 heroes through packaging design

Opinion • Gianmauro Vella, October 2020

Gianmauro Vella, PepsiCo Head of Design APAC & AMESA, explains the design strategy behind the soft drinks company's limited-edition cans.

The evolution of product testing in the new digital world: How mix-methods AI, VR, AR and social media enhance product experience

Research Paper • Dr. Nikolai Reynolds, Anton Netkach and Anna Taranyan, ESOMAR Conference papers, Latin America, 2020

This paper examines how central location tests (CLTs) can be adapted to today's requirements by outlining three case studies in the soft drinks category.

Inca Kola reconnection strategy: Boosting connection with the Peruvian consumer

Research Paper • Fabian Jalife and Tomas Gross, ESOMAR Conference papers, Latin America, 2020

Inca Kola, a soft drink brand, uncovered relevant opportunities to connect with its consumers in Peru by using analytical methodologies to find evidence of a lack of pride and reignite this feeling among them.

How the pandemic is changing the effect of touchpoints

News • 20 October 2020

New research, published exclusively by WARC, charts the shifting impact of touchpoints as a result of the pandemic: a sign of evolving consumer behaviours.

For Coca-Cola, content agility is more of the same but faster

News • 19 October 2020

For brands, the idea of agility is often focused on how they respond to new circumstances, such as that presented by Covid-19, but it does not necessarily mean an immediate change in what they are doing, according to Coca-Cola’s ASEAN director of int

Nothing’s changed but everything’s changed: Marketing Coca-Cola during COVID-19 without fizzing out

Article • Low Lai Chow, Event Reports, All That Matters, September 2020

Coca-Cola’s Sadaf Zarrar talks through the changes the beverage giant had to make during COVID-19, and how the crisis inadvertently helped up its marketing game.

Rescuing Tango from a Sticky Situation

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

Tango, a soft drink brand, reversed its decline in sales and became the fastest-growing brand in its category with its Sticky Solutions campaign in the UK.

I See Vimto In You: How celebrating a spirit of difference took Vimto to new heights

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Vimto, a soft drinks brand, launched a TV ad in the UK that encouraged young consumers not to watch and rewarded those who rebelled with entertaining content to show it aligned with their need to be who they really are.

Changing touchpoint influence and relevance as a result of the pandemic

Article • Eric Dherte, WARC Exclusive, October 2020

This research looks at 36 touchpoints for 18 non-alcoholic drinks brands through a methodology that evaluates the relative influence of each touchpoint.

Coca-Cola: Coke2Home

Case Study • Harshvardhan Sahni, WARC Prize for Asian Strategy, Gold and Research Excellence Award, 2020

Soft drink giant Coca-Cola used a home delivery service in a behaviour-changing sponsorship campaign for the ICC World Cup in India.

Coca-Cola and IAG evolve the client-agency relationship

News • 02 September 2020

The word ‘partnership’ is often used about client-agency relationships, but agencies are often first to be cut when marketing budgets come under pressure; both parties need to be flexible, says executives from Coca-Cola and IAG.

Mirinda: Mirinda X Banana Culture: A Soda Idol's Debut

Case Study • Nicholas Short, Echo He, WARC Prize for Asian Strategy, Entrant, 2020

Soda brand Mirinda used a multi-channel campaign to launch its new flavour in China and stand out from the competition.

Pepsi: Play Your 2020 Story

Case Study • Jackie Zhu, Bridget Sun, Nicholas Short, WARC Prize for Asian Strategy, Entrant, 2020

Soft drinks giant Pepsi partnered with video and e-commerce platforms Tencent and JD.com to create an interactive movie to appeal to young people in China during Chinese New Year.

Coca-Cola: The 12th Man

Case Study • Harshvardhan Sahni, WARC Prize for Asian Strategy, Entrant, 2020

Coca-Cola India ran a TV and social media campaign called #BeThe12thMan as part of its sponsorship of the 2019 cricket World Cup; the aims were to grow volume, users and household penetration, and own the cricket conversation.

Global Ad Trends: FMCG and COVID-19

Data • James McDonald, Rob Clapp, WARC Data, March 2020

This report summarises the latest research from WARC's Data platform, with a focus on FMCG & COVID-19. Key findings include
Mountain Dew Kickstart comes alive

Case Study • AME Awards, Gold, 2016

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".
What's working in FMCG

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the FMCG category.
How to make effective food advertising in the COVID-19 era: insights from Ipsos

Article • Stephen Whiteside, Event Reports, Ipsos 2020 Food Industry Summit, August 2020

Research firm Ipsos analyzed the advertising creative that delivered the greatest impact during the COVID-19 pandemic to offer guidance for food brands.
Coca-Cola’s three-stage model for responding to COVID-19

Article • Stephen Whiteside, WARC Exclusive, May 2020

Coca-Cola, the soft drinks manufacturer, has mapped out a three-phase strategy as it responds to the COVID-19 crisis.
Keeping it fresh: Being on trend in food and drink

Article • Pippa Bailey, Research on WARC, Ipsos MORI, August, 2019

Discover how five macro trends – digital detox, healthification, discovery and connoisseurship, personalisation and customisation, and premiumisation and indulgence – can be used as inspiration for innovation.