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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.

Revive: Beat The Heat

Case Study • Yen Pham, WARC Prize for Asian Strategy, Entrant, 2020

Vietnamese isotonic drink Revive Salted Lemon ran a targeted digital and OOH campaign to recruit new users, increase market share and expand use occasions.

Gatorade: A Dream Shot

Case Study • Nicholas Short, Cassie Li, WARC Prize for Asian Strategy, Entrant, 2020

A nationwide social competition saw sports drink brand Gatorade reach out to China's 300 million-plus basketball players in order to drive sales and expand its fan base.

100Plus: Activate Your Potential – AME 2019

Case Study • Su Ling Chan, Danesh Asokkumar, Nichelle Ng, WARC Prize for Asian Strategy, Entrant, 2020

Isotonic drinks brand 100Plus increased sales and reach among millenials in Malaysia through a collaboration with an upcoming band.

TrueStart: Wild for Life

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2020

TrueStart, a coffee brand, expanded its distribution from sports-focused retailers to on-trade and its own café bar by creating the Wild for Life brand strategy and packaging design in the UK.

Mountain Dew: Green Means Go

Case Study • Larah Lee, WARC Awards, Entrant, Effective Content Strategy, 2020

In the Philippines, soft drink brand Mountain Dew bridged the gap to Generation Z's virtual thrill-seekers by creating AR-enhanced content and organising gaming events.

100Plus: Aktifkan Potensimu (Activate Your Potential) – AME 2019

Case Study • Su Ling Chan, Danesh Asokkumar, Nichelle Ng, WARC Awards, Entrant, Effective Content Strategy, 2020

Isotonic drinks brand 100Plus increased sales and reach among millenials in Malaysia through a collaboration with an upcoming band.

Red Bull GmbH (Drink and beverages, non-alcoholic)

Article • Euromonitor Advertiser Profiles, February 2020

This Company Profile from Euromonitor provides key details and analysis of Red Bull GmbH.

Revive: Salted Lemon – Beat the Heat

Case Study • Yen Pham, Khiem Nguyen Danh, WARC Media Awards, Entrant, Best Use of Data, 2019

Sports drink Revive employed a targeted campaign based on weather patterns on mobile, TV and social media, to persuade young consumers in Vietnam to try its Salted Lemon flavour and spur market growth in Vietnam.

Sting: Espresso Stopover

Case Study • Anh Vu, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2019

Energy drink brand Sting partnered with motorcycle ride taxi service GrabBike and convenience store 7-Eleven to launch its Sting Cafe Espresso drink to professional bikers in Vietnam.

Revive: Beat the Heat

Case Study • MMA Smarties, Finalist, APAC, 2019

Sports drink Revive employed a gamification campaign based on stripping off clothes on mobile, social media and on-ground interactive activations to persuade young consumers in Vietnam to try its Salted Lemon flavour and ignite volume growth.

Suntory Ltd (Drink and beverages, non-alcoholic)

Article • Euromonitor Advertiser Profiles, October 2019

This Company Profile from Euromonitor provides key details and analysis of Suntory Ltd.

Lucozade Sport: Made to Move

Case Study • APG (UK), Shortlisted, 2019

Lucozade Sport, an energy drink brand, reversed sales decline in the UK by launching its Made to Move campaign which showed anyone can move through partnership with boxer Anthony Joshua, OOH and the introduction of Lucozade FitWater.

KeVita leverages power of sweepstakes to drive online and offline connection

Article • Stephen Whiteside, Event Reports, Advertising Week New York, September 2019

KeVita, the drinks line owned by PepsiCo, is using sweepstakes as a tool to build excitement and engagement around its brand.

Sting: Remake The Boxer

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Sting, an energy drink brand, partnered with Amir Khan to become the leader in the energy drink category in Pakistan.

YouGov Ad of the Month – US: Red Bull

Opinion • BrandIndex, 六月 2019

During May, Red Bull earned the biggest rise in its advertising awareness in the United States among brands tracked by YouGov.

Carabao: We Are Female Fans

Case Study • SABRE Awards, EMEA, Marketing to Women, Gold, 2019

Energy drink brand Carabao created a media relations campaign based around Google image searches to showcase the brand’s ethos as one that resonated with young women in the UK.

KeVita: 6 Seconds to Commerce

Case Study • Effies (North America), Finalist, North American Effies, 2019

KeVita, a beverage company owned by PepsiCo, increased sales in the US by launching six-second snackable ads that directed users to buy on AmazonFresh.

Coca-Cola launches its first branded energy drink

News • 31 三月 2019

Coca-Cola will launch its first energy drink in the UK under the Coca-Cola brand in a move that will put it in direct competition with market leaders Red Bull and Lucozade, as well as Monster, in which Coca-Cola has a minority stake.

Carabao Energy Drink: Mr Carabao’s £1 Million Giveaway

Case Study • WARC Cases, 2018

Energy drink brand Carabao increased trial and rate of sale in the UK with a promotional campaign that allowed consumers to win a share of a total £1m cash prize fund.

Inside Red Bull's behavioural strategy for retail partners

News • 16 一月 2019

The international energy drink brand Red Bull, is deploying an intensification strategy in the United States and will help its retail partners by deploying findings from an in-depth behavioural study.

How Red Bull optimises need-state-based retail activations

Article • Sam Peña-Taylor, Event Reports, Shopper Insights & Retail Activation Conference, October 2018

Red Bull, the global drinks brand, undertook a behavioural study to uncover a need-state based segmentation of its audience in order to aid retail partners.

Refinery29 x Gatorade: Sisters in Sweat

Case Study • Finola Austin, WARC Media Awards, Entrant, Best Use of Data, 2018

Sports-themed food-and-drink brand Gatorade joined forces with digital media and entertainment company Refinery29 to target teen female athletes in the US with a digital and social media campaign.

Suntory: Lucozade

Case Study • MMA Smarties, Gold, South Africa, 2018

Lucozade, the beverage brand, created a digital first campaign to promote its completion in South Africa.

Sting: STING X ASIAD - Most recognizable online campaign hijacked the biggest Vietnam milestone in 2018

Case Study • MMA Smarties, Finalist, Vietnam, 2018

Sting, a carbonated energy drink, leveraged the Asiad 2018 games to promote the brand across digital and social engagements with the Vietnam teams and athletes.

Carat's 10 trends for 2019

Article • Dan Calladine, WARC Exclusive, December 2018

Ten media and technology trends and their implications for brands, including contextual commerce, digital detox, expanding connectivity, design from data, smart out of home and experiential e-commerce.
How does effectiveness vary by media channel?

Article • WARC Evidence, October 2018

Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.
How digital channels can help build a brand

Article • Oliver Feldwick, WARC Best Practice, April 2018

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.
What we know about combining TV with digital media

Article • WARC Best Practice, July 2020

Provides marketers with information and guidance about combining TV and digital media strategies.
The Future 100: Trends and change to watch in 2018

Article • J. Walter Thompson Intelligence, Research on WARC, December 2017

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.
What we know about reach and frequency

Article • WARC Best Practice, December 2020

Provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.