beverage marketing case study

Food & Beverage Case Studies

Morning star farms - b2b programmatic influencer drives chef engagement for plant-based protein product launch.

Regain market share in exploding plant based protein 

Instead of talking about how chefs should add the product to their menu, we got the product on the menu of some of the best restaurants in the world and at marquee events like Lollapalooza . 

Paid Instagram posts targeted Culinary Professionals: Chefs, Foodservice Directors, Restaurant Owners, James Beard + Culinary Institute Followers, as did Ad Engagers and a Look-alike Audience of Ad Engagers 

Modest investment drove over 600k ad engagements at a Cost Per Engagement that was 69% lower than the goal

The client presented the case study to management as “the most successful program of all time” for the brand

KELLOGG'S RICE KRISPIES TREATS - MOBILE COUPON AND GAS STATION TV DROVE MEASURABLE SALES LIFT FOR NEW PRODUCT LAUNCH DURING PANDEMIC

Drive measurable trial and coupon redemption Rice Krispies Treats DUNK’d Bars. 

With a small budget 

With limited distribution - only in c-stores and limited # accepting coupon

With product placed in new part of the store

During a global pandemic

Targeted category buyers and brand buyers who shop at c-store retailers distributing the product, Shortened the path to purchase with quick product education messages and $1 off mobile coupons. Utilized sales lift studies to understand sales results. 

Koupon Media report shows Dunk’d sales up 11.6% vs. pre-campaign period.

GSTV/IRI report shows sales up 2.1% and total RKT sales up 1.2% in nearby Walmart stores, 1.4% in nearby c-stores and 1.6% in nearby grocery stores

EQUAL - RELAUNCH REVERSED 24 MONTHS OF SALES DECLINE

Revitalize the brand that invented the sugar substitute category after 10 years of no brand advertising

Grow share among current category users - partner with Catalina Solutions, Mediamath and Valassis to exclusively target sugar substitute purchasers 

Delivered 2x impressions, 4x engagements and 4x website visits vs. goal.  Cost per visit to equal.com was $2.23, 5x lower than goal

Optimizations more than doubled engagement rate on native call to action to visit equal.com

Equal dollars sales and share increased and were positive after 24 months of decline

WHOLE EARTH - SUCCESSFUL PRODUCT LAUNCH LED TO SELL-IN AT STARBUCKS

Launch Whole Earth Sweetener Company

Led go-to-market strategy from consumer segment definition to coupon download measurement

Used purchase-based targeting to reach natural sugar substitute buyers and make them aware of the new product

Geo-fenced a dynamic list of stores distributing the product, so that stores support the brand saw immediate velocity once the product was on shelves

SUCCESS Media support aided sell in to retailers, now totaling 11,000 across North America, including Kroger, HEB, Jewel Osco and online from amazon.com.

Whole Earth is now available in over 9,000 Starbucks locations.

NEAR EAST - SHOPPER DIGITAL PROGRAM EXCEEDED PENETRATION, BUY RATE AND ROI GOALS

CHALLENGE Near East faced the familiar challenge of many “middle of the store” products, it is ‘pantry-loaded” when on sale and not thought of as a go-to item to complete a quick weekday meal.  

Develop digital program to exclusively target lapsed brand buyers and category buyers not buying Near East.  And also narrowly define geography to a list of stores in the North East

Nielsen Catalina Solutions and MyWebGrocer purchase-based targeting strategies stole share and won back lapsed users.

Catalina: Dollar sales per HH +8%, purchase intent +140%, positive ROI +17% and buy rate growth +75%

MyWebGrocer: +10% sales, +15% purchase penetration, Flat buy rate, +14% unit sales

The client loved the performance and accountability of the plan and renewed the program at 4x higher investment

HARRY & DAVID - LOWERED COST PER ORDER BY 43%, INCREASED AVERAGE ORDER VALUE BY 15%

Achieve Cost Per Order goal with mix of retargeting AND prospecting ads

Developed comprehensive Fall, Holiday, Easter and Mother’s Day campaigns to achieve all of the benefits of dynamic advertising

SUCCESS  

 3x ROI Dynamic vs. static 

-43% Cost Per Order

+15% Average Order Value

Assisted over 50% of all conversions

Client discontinued activity with major retargeting vendor, chose to work with us exclusively on future campaigns

V&V SUPREMO - INCREASED SALES BY +20%

General market consumers have a blind spot in their Mexican cooking routine - they don’t use authentic Mexican cheese when making Mexican dishes

Entercom curated talent, produced quality video and boosted content on display and social channels and achieved great reach and engagement, all for only $60k.

6 recipe videos created to educate consumers on how to use authentic Mexican cheese and why to choose V&V Supremo

Over 100K complete video views

Almost 2MM video ad impressions - 31% more than goal

Reach grocery shoppers at select retailers amongst the Covid-19 pandemic.

Developed agile plan to drive grocery shoppers to purchase through eCommerce channels - Instacart, Quotient, CitrusAd.

Provided inspiration for at-home meals that included Savora Sous Vide through Pinterest advertising.

Campaign drove 1.75x ROAS with only 1.8% ACV

Instacart achieved 3.7x ROAS vs. 2x goal.

Pinterest achieved 3x more efficiency than goal and a 0.46% CTR - 2x higher than benchmarks for food vertical.

Client renewed and expanded the program. January-February 2021 performance grew to 4.6x ROAS.

Contact us to build a successful, innovative, data-driven food and beverage media program.  

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Coca-Cola's Global Dominance - Decoding the Beverage Giant's Business Strategy

From its humble beginnings in 1886 at a local pharmacy in Atlanta, Coca-Cola has grown into one of the world's most recognizable brands and successful global businesses. The company now operates in over 200 countries and sells nearly 2 billion beverage servings every single day.

However, Coca-Cola did not achieve worldwide dominance by chance. Behind the brand's global expansion is an equally impressive business strategy focused on distribution partnerships, product diversification, mass marketing, and understanding local consumer demands.

This case study takes a deep dive into Coca-Cola business strategy across dimensions like functional and corporate strategy , marketing, innovation, revenue growth management, and more. For any business leader looking to go global, there is much to unpack from Coke's 130+ year journey.

Functional Strategy Powering Global Growth

A key driver of Coca-Cola's worldwide growth is its functional strategy involving strategic global partnerships. Rather than handle bottling and distribution entirely on its own, Coca-Cola adopted a unique franchising model early on. This involved partnering up with local bottling companies while focusing internally on brand building and product concentrate manufacturing.

Such bottling partnerships gave Coca-Cola a highly asset-light and flexible structure, making rapid global expansion more feasible. Moreover, having strong regional bottling partners enabled the adaptation of products to local tastes and the gaining of deeper cultural insights. This win-win arrangement remains central to Coca-Cola's operations around the world even today.

Other functional areas like marketing, innovation, analytics, and HR also now leverage an integrated "Networked Organization" structure. This facilitates collaboration and best practice sharing globally across business units and regions. Aligning all functions towards the overall corporate vision has been key.

Crafting a Global Brand and Marketing Machine

Coca-Cola puts branding and marketing at the heart of its global business dominance. The company utilizes a "one brand, one visual identity" policy internationally to ensure universal recognition. Such standardization at scale brings unmatched mental recall globally, triggering impulse purchases by travelers and locals alike.

Moreover, while maintaining a consistent identity, Coca-Cola's advertising is tailored to resonate culturally across diverse markets. Commercials tap into universal themes like family bonding and festive joy that transcend geographies. Even today, Coke allocates enormous budgets across TV, sports sponsorships, social media, and experiential events to craft captivating campaigns.

Beyond promotion, the product portfolio itself has expanded greatly over the decades to include lower-calorie options like Diet Coke and Coke Zero. Category diversification moves into juices, coffee, energy drinks, and enhanced waters to cater to wider consumer needs. This multi-brand approach, combined with world-class marketing, has been a proven tactic in Coca-Cola's global success.

Strategic Innovation Focus Areas

Innovation in flavors, packaging, processes, and business models also plays a key role in Coca-Cola's growth story. However, the company does not innovate randomly but with clear strategic intent after rigorous testing.

Some focus areas driving innovation include healthier formulas, more sustainable packaging, premium/affordable pack formats for different consumer segments, and digitally-enabled equipment/experiences.

Rather than purely novel ideas, Coke focuses innovation investment on scalable platforms with the highest ROI potential based on needs assessments. The goal is ultimately global replication of big wins, not just local trials.

With such targeted innovation, Coca-Cola manages to consistently keep its product offerings relevant amid dynamically changing consumer preferences. This prevents lost market share to new beverage entrants.

Revenue Growth Management Driving Performance

Apart from great branding and innovation, Coca-Cola also actively manages revenue growth opportunities through advanced analytics. Techniques like predictive modeling, geo-demographic segmentation, pricing elasticity analysis, and promotional optimization leverage data to maximize sales and profits.

By determining the highest potential customer groups, retail channels, and portfolio/pricing mix for any given market, resources can be scientifically allocated for efficiency. Digital dashboards also enable tracking leading performance indicators and competitive benchmarking.

Such Revenue Growth Management (RGM) capabilities allow Coca-Cola to remain agile despite its massive scale. RGM will continue maturing as a key business discipline for global beverage players.

Global Expansion

When entering new international markets, Coca-Cola has a proven expansion playbook involving strategic partnerships, product localization, mergers & acquisitions, and technology transfers. Executed in a calibrated manner, this four-pronged approach has fueled Coke's rapid growth across developed and emerging markets.

• Local Bottling Partnerships Instead of setting up capital-intensive owned plants, Coca-Cola's established global practice has been to partner up with local bottlers and distributors who already possess regional scale, logistics infrastructure, and route-to-market. Such affiliates understand nuances like consumer preferences, languages, business norms, and distribution intricacies better in their geographies. Tapping into these local insights via bottling partnerships instead of going solo proved a highly prudent and successful growth strategy for Coca-Cola in diverse markets like China, India, the Middle East, and Latin America. This asset-light franchise model provides flexibility to expand faster while also benefiting local partners through technology access and a lucrative alliance with an aspirational global brand like Coca-Cola. Both parties thus experience a win-win arrangement.
• Product Portfolio Localization While maintaining brand consistency across core trademarks like Coca-Cola, Sprite, and Fanta, the product formulations and packaging formats are tailored to align with local tastes and sensibilities. For instance, soy-milk-based variants were launched in Asian countries to cater to dietary preferences. Coca-Cola offers fruit juice blends in Europe, dairy-based fusions in Latin America, and lower-sweetness dry drinks in Japan based on regional taste inclinations. Moreover, pricing and pack sizes are strategically adapted to align with income pyramid dynamics in a market, thus improving product penetration and affordability. Such portfolio localization, while keeping core branding intact, has been vital for Coca-Cola's growth in international markets.
• Mergers & Acquisitions Over the past decade, besides organic innovation, Coca-Cola has also accelerated growth by acquiring strong regional beverage brands across categories. Key acquisitions include Costa Coffee, an innocent smoothies brand, mineral water labels like Topo Chico, and the sports drink BodyArmor. Such tactical Mergers & Acquisitions instantly allow Coca-Cola access to new consumer segments, local distribution networks, and innovation capabilities already nurtured by the acquired brand. This faster route to enhancing market share has benefited Coke across Europe, North America, and premium beverage categories.
• Technology Transfers To support hyper-growth in developing markets, Coca-Cola also actively enables technology transfers to impart world-class concentrate production and bottling know-how to regional partners. By providing proprietary food-grade chemical processes, quality protocols, supply chain best practices, and equipment capabilities to affiliates, Coca-Cola empowers consistent local manufacturing capacity across global geographies. This transfer of intellectual property and operational expertise establishes sustainable execution capabilities for both concentrate production and last-mile distribution across the company's worldwide bottling network - catalyzing wider reach.
• Inclusive Distribution Network The Coca-Cola system also focuses on developing inclusive distribution models to ensure availability across retail outlets catering to all income segments in a market. Beginning with niche high-margin stores, distribution gradually expanded across neighborhood grocers, small eateries, and roadside vendors, accessing mass consumer segments. This micro-market distribution strategy centered on establishing an omnipresent network rather than chasing volumes alone has been instrumental to Coke's exponential rise in Asian and Latin American emerging economies. By tailoring engagement across dimensions like partnerships, products, M&A, and knowledge sharing, Coca-Cola has devised a replicable expansion strategy template fueling worldwide growth. Blending global standards with regional adaptations allows for customizing Coca-Cola's solution for local relevance worldwide.

Key Takeaways

Few businesses can claim to have perfected global scale, local relevance, and mass brand appeal as successfully as Coca-Cola. Across 131 years, the company has proven itself highly versatile at navigating international expansion.

While much mystique surrounds Coca-Cola's secrets to market leadership and worldwide recognition, several replicable principles underpin its winning recipe:

• Think global, act local - Consistent identity yet locally tailored
• Function follows form - Align all infrastructure to growth strategy
• Consumer is king - Stay on the pulse of evolving preferences
• Brand and data advantage - Differentiators not easily replicable
• Value of partnerships - Leverage mutually beneficial relationships

There is much for companies to unpack from Coca-Cola's global success playbook. With its strong corporate vision, functional alignment, consumer-centricity, and partnerships at its foundation, Coca-Cola continues expanding its growth runways even today. This case study offers several takeaways to inform smart internationalization strategies across industries.

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Food & Beverage

From my early days as Marketing Manager at Darden Restaurants to EVP Marketing at Sandella’s and now CEO of Uncle Julio’s advertising agency, one of the biggest challenges many brands continue to face is the intense competition for guests. But marketing alone isn’t enough to succeed. When restaurants invest in great food, service, atmosphere, and operations, and then add a layer of innovative marketing - that’s when the real magic happens.” - Carolyn Walker, CEO / MANAGING PARTNER

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Launching One Of Our Favorite Restaurant's Website

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Do you work in the Food & Beverage industry?

We'd love to collaborate.

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Big Boom Beverages: Fight or Flight?

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About The Author

Stephen A. Greyser

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Big Boom Beverages: Fight or Flight? (Brief Case)

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Food & beverage case studies, forming full-flavored insights in food & beverage..

Succeeding in the food and beverage industry calls for meticulous attention to detail. From textures to after-taste to packaging, our methodologies pave the way to comprehensive product understanding that fuels educated innovation and masterful marketplace risk mitigation. Here’s how we uncover critical insights F&B products.

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JIM BEAM RISES ABOVE THE COMPETITION

Challenge BTI was tasked to discover how a newly reformulated Jim Beam Black Bourbon compares to its key competition and conduct an independent evaluation of Jim Beam Black and its competitive set; one that could potentially support a relaunch ad campaign.

Solution BTI conducted research using a trade-only professional panel that compared Jim Beam Black to a selection of leading North American whiskey brands in the US market. Using NAD-vetted methodology, BTI was able to quantify the brands’ quality and attributes. From these rankings, potential claims of superiority could be credibly made and sustained in a cross-category context.

Results BTI’s research and analysis corroborated Beam’s formulation decisions and its sensory data supported a powerful superiority claim used in a highly successful ad campaign that ran for ten years in the US.

CONSUMER RESEARCH AND BRAND POSITIONING

Challenge Guide a new marketing campaign for a global beverage producer’s vodka line. Gauge consumer acceptance and preferences for the brand. Discover and understand how the product compared to other established brands and the suitability of various cocktail recipes for each vodka flavor in the line.

Solution BTI conducted trade and consumer panels to analyze the client’s vodka and its key competitors. We discovered the product’s strengths in terms of taste, texture, consumption preferences, and buying patterns that could translate into marketing strategy.

Results As a result of our extensive testing and research, we were able to provide the client with a clear and successful path for their brand positioning; one that differed from their initial concept, but was ultimately well-received by the trade and public. BTI’s tested insights and strategic guidance saved our client substantial time and money by avoiding misdirected marketing efforts and allowing them to focus on proven quality and value.

MAKER'S MARK GAINS CONFIDENCE THROUGH PRE-MARKET SCREENING

Challenge Provide a confidential analysis of the merits and detractors of an innovative new bourbon prior to national release.

Solution BTI captured objective data on Maker’s 46’s quality, complexity, and tannin structure from our panel of buyers and influencers.

Results Using sensory and focus group data, BTI was able to confidentially corroborate quality assertions and pricing decisions, giving our client confidence that their product would be well received by the market.

CLIENT NAVIGATES CHANGING SUPPLIER LANDSCAPE WITHOUT SACRIFICING CONSUMER LOYALTY

Challenge Create a new-yet-consistent gin formula that would accommodate changing production logistics, coincide with overall re-branding and refresh consumer enjoyment of the well-known flavor profile for a long-established, internationally marketed gin brand.

Solution BTI approached this aggressive challenge with a three-step process for standard recipe development. Step One used BTI’s proprietary methodology to yield scores and tastings notes for all the submitted recipe variations. Step Two used a comparative method to determine which sample was similar in attributes to the standard recipe. Step Three used the comparative results to rank the recipes in order of preference.

Results BTI data demonstrated which newly modified formula was superior to the brand’s current formula. It also created a flavor blueprint for what the brand aspired to become. The client’s BTI-led formula adjustments crafted the best possible gin for its brand’s loyal consumers and new fans ensuring a consistent product with consistent consumer interest.

DEVELOPMENTAL CLIENT INCREASES MARKET SHARE

Challenge Create the optimal varietal ratio, alcohol content and sugar level for a “fighting varietal” blend for a nationally marketed wine. BTI’s client was using an existing blend of California Chardonnay sourced from multiple Central Coast vineyards and challenged BTI to fine tune and revamp their style to create a wine of increased market share potential.

Solution BTI took on this challenge using qualitative and quantitative methods. We made specific blending and structural attribute level recommendations so that our client could produce consistently high flavor quality vintage after vintage.

Results Leveraging relationships that BTI has cultivated over years with California’s best wineries and our large database of sensory data, a final blend was created that increased sales with an ambitious drive for national market share. The more consumer-driven flavor profile helped elevate the brand and company. Several years after BTI’s flavor development was completed and rounds of profitability later, a joint partnership succeeded in helping to elevate this California Chardonnay brand onto the international stage.

A 75% INCREASE IN CASE SALES IN UNDER TWO YEARS

Challenge Energize sales in a big-box retail environment.

Solution Santo Moscato had just snagged a coveted Costco placement, but was looking to move more product, faster. BTI was tasked with evaluating the product’s objective commercial value and publishing a compelling review. The wine’s excellent quality earned a powerful BTI accolade. Armed with our third-party endorsement of quality and objective review data, Santo made smart marketing decisions at point-of-sale, leveraging a 91-point, BTI Gold Medal win into a case-moving proposition. Santo used their award logo on their packaging, clearly broadcasting their great flavor and style to Costco’s audience.

Results Since leveraging their BTI award into a POSM tool in April 2018, Santo experienced an over 60% case-sale increase over 2017 and 2019 showed a 75% increase over 2017.

BESPOKE REVIEWS FOR TRADE ORGANIZATIONS

Challenge After three decades of running their own competition, the Garden State Winegrowers Association needed an independent organization to elevate the group’s competition, amplify the reach of New Jersey wines and emblazon its reputation onto the national stage.

Solution After auditing New Jersey’s competition methodology and results, it was clear to BTI that an out-of-state, independently-conducted New Jersey Wine review would provide the neutral playing field the organization needed. BTI’s unbiased and detailed evaluation of New Jersey’s wines was able to provide a platform for the region’s wines to be understood in the context of the other world-class wines in BTI’s review portfolio.

Results The results of BTI’s New Jersey Wines review were heralded by numerous local publications and caught the attention of the New Jersey Governor, Phil Murphy. For the first time, the Governor’s mansion was opened to celebrate the quality and success of these wines with the citizens of New Jersey. History was made by the First Lady Tammy Murphy, who proclaimed that from that day on, only New Jersey wines would be served in the Governor’s mansion. That decision alone provided a substantial boost for the sales of New Jersey wines. The director of the Garden State Winegrowers Association stated at the 2019 awards ceremony, “Our partnership with Beverage Testing Institute has taken this competition to the next level.”

GROCERY STORE CHAIN’S PRIVATE-LABEL WINES GETS A REPUTATION BOOST

Challenge Develop a global grocery store chain’s private label wine selection to match or beat the flavor of category benchmarks, fly off the shelves, and attract media attention.

Solution Over the course of several years, BTI audited and parallel-tracked the tendering process for the chain’s line of private label wines. We performed critical, independent category analysis, benchmark testing, and producer screening to identify the best tasting, highest typicity liquid for each tender. We analyzed each producer’s liquids, packaging, and price-to-quality ratios and gave our selection recommendations to the chain’s buyers so that they could be confident that their private label wines would offer the best flavor for the price and have the most in-demand style. We also supported their quality messaging for the final selections with our award logos that were used in newspaper ads and in-store POSM.

Result Our client achieved their aggressive sales goals for their private label wines. More importantly, their reputation as a purveyor of great value wines skyrocketed based on the response from consumers and media to the quality of the wines that BTI helped select and market.

LIQUID SWOT ANALYISIS REVEALS SUPERIORITY CLAIM

Challenge Stake a claim in the pilsner category territory and re-energize consumer perception of Pilsner Urquell using scientifically-sound, gimmick-free marketing tactics.

Solution BTI identified 9 key import lager competitors and tested them against Pilsner Urquell on a blind panel of expert beer judges. Using NAD-vetted, ASTM-complaint methodology, BTI concluded by a significant margin that Pilsner Urquell had the best flavor of the group. These results and historical BTI rankings for the overall pilsner category demonstrated that Pilsner Urquell was a quality benchmark for the imported lager beer category.

Results Pilsner Urquell’s parent company, SABMiller, used BTI’s recommendations and results to promote Pilsner Urquell’s exceptional aroma, flavor and texture over comparative brands. A highly successful international media campaign was launched based on the licensed results from BTI’s taste tests. BTI’s development, support, and collaboration in the media launch tastings, interviews, and beer dinners across the country further strengthened brand positioning and increased market share.

CANADIAN BREWERY REFINES RECIPES FOR A FLAWLESS LAUNCH

Challenge Guide production of soon-to-launch craft ale recipes for a traditionally lager-based Canadian brewery.

Solution Through leading sensory analysis and expert test design, BTI was able to determine that several beers suffered from dimethyl sulfide, inappropriate esters, or aged hop condition. BTI’s reporting developed marketable, flaw-free ale recipes for the traditional lager brewery.

Results Using BTI’s feedback and recommendations for hop and malt balance, specialty grains, and premium branding strategies, the brewery was able to gain meaningful market share in the aggressively growing Canadian craft beer market.

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The Food & Beverage Marketing Cheat Sheet

Download the 1pg cheat sheet revealing all 27 food and beverage marketing strategies. Plus, get access to our entire ecommerce marketing vault AND our free SupplyDrop newsletter.

27 Best Food And Beverage Marketing Strategies In 2022

Based on our experience, the right food and beverage marketing strategies can turn your direct-to-consumer efforts into one of your most profitable channels. We know this because we’ve actually worked with many of the fastest growing 7-8 figure food and beverage brands online such as Kettle & Fire, Verb Energy, and Drink02.

We’ve seen what it’s like to deal with the naturally low average order value, low profit margins, fast approaching expiration dates, and potentially high shipping costs most brands experience in this space. But we’ve also found that if you focus on the strengths behind the food and beverage business model, growth is virtually guaranteed.

Best Food And Beverage Marketing Strategies Tested By 7-8 Figure Brands

Food and beverage marketing really comes down to 3 steps.

• Acquire new customers
• Boost average order value
• Increase repeat purchases

Most food and beverage brands will try to outperform with one, but if you focus on improving each step, even by a little, you’ll be able to grow faster than competitors with less stress and less resources. This is true whether you sell cauliflower cheese puffs or plain ol’ cans of water.

The trick to making all of this work is using the right tactics.

‍ Best Traffic & Conversion Strategies To Boost Customer Acquisition

‍ social media advertising, promote high ltv offers.

For food and beverage brands, there is nothing more important than having the right offer because the right offer determines if all of your paid advertising is profitable or not. 

So what does the “right offer” look like?

At the beginning, you’re looking for products with a high enough margin and high enough average order value, plus a strong USP. These will be the safest offers to test first.

With that said, this is where most food and beverage brands start and end.

Big mistake.

What you really want to do is test “cohorts”.

The little known secret behind customer acquisition is that the way visitors become purchasers has a direct correlation in how much they’ll end up spending with you in the future. This means some offers will lead to a high LTV and others will lead to a low LTV.

Considering food and beverage products naturally have low margins and low average order value, finding these high lifetime value cohorts should become your top priority.

Once you do find them, you’ll want to spend most of your ad budget on them.

‍ Sell With Visual, Direct Response Ad Creative

Some categories were made for ad creative. 

Food and beverage is one of those categories. 

Food and beverage content is some of the most popular types of content on the internet because of how visually appealing they can be even though it’s a product you have to taste to get the full experience. All it takes is a slow-mo of melted cheese to crave it again!

Take advantage of this.

You’ll also want to combine these visuals with direct response principles.

For example, if your USP is Keto-friendly cauliflower chips, say it in your ads. Maybe you have a great customer testimonial or even your own version of The Pepsi Challenge. And in some cases, you may want double blind scientific studies to prove that your product is actually healthier than your competitor’s products (this is also one of the best supplement marketing strategies you can use).

In other words, great visuals with great direct response is the key to getting new customers.

With enough testing, you can find multiple winning ads that will grow your brand.

Use An Ad Account Structure That Collects More And Better Data

Paid advertising is a game of data and math.

For it to work correctly, you have to gather enough data so that the AI knows how and where to best place your ads. When it comes to Facebook specifically, they say your goal should be 50 conversions per week for best results.

This means you can’t have 100 different ads on.

Most ecommerce brands can’t afford 50 conversions per week across that many ads. 

Instead, you’re much better off combining your ads into ad sets that test between angles, offers, and audiences. By pouring more money into fewer, but more impactful ad sets, you’ll be able to hit those conversion numbers with your existing budget, which in turn will lead to better customers at a lower cost.

With that said, this isn’t just a Facebook thing.

You should apply this ad account structure across all of your paid advertising efforts, regardless of what channel you’re using.

Facebook, TikTok, Youtube…etc

They all use AI and they all become way more profitable when you feed them more data.

Ad accounts that bring in more data will bring in more profitable customers.

Search Engine Optimization

Attract fans with branded search.

When most people think of SEO, they think of ranking for articles. But that’s not where your SEO strategy should start. Instead, you want to build around branded search first.

Branded search is when people are literally typing your brand name into Google.

• “Allbirds shoes”
• “Yoga pants Lululemon”
• “Dollar shave club”

This is the highest intent visitor you can possibly attract because they’re already near the end of the customer journey. They know they have a problem, they know of all the possible solutions, they know about your product’s specific solutions, and now all they need is the deal.

The challenge?

It requires pure demand generation since no one will know your brand name at the start.

However, with a combination of SEO, advertising, email marketing, and more, you’ll naturally get more customers typing in your brand name on Google to find you. 

In fact, think of it as a lagging indicator.

You know you’re doing things right if your branded search is going up and to the right.

Attract Customers With Commercial SEO

Most food and beverage brands start with recipes.

This is a great idea, but it’s not where you should start. The goal of SEO is to bring in customers, not visitors. So the best path forward is to start with the highest intent keywords possible. After branded search, this means commercial keywords.

In practice, this means ranking your product and collection pages.

These pages are lovingly called “money pages”

The reason is that people who Google for product and collection pages are ready to buy. In ecommerce SEO, these pages will drive the bulk of your sales directly from the page. So you not only want to optimize them for your ideal keywords, but also send all the link juice you can.

Commercial SEO doesn’t start and end with these pages though.

There are also middle of the funnel articles that convert visitors to customers wll.

• “Cauliflower vs corn chips”
• “Best vegan protein bars”
• “Cereal alternatives”

People who Google these types of keywords are already deep into the customer journey. So while you won’t get that much traffic from these articles, you’ll still drive more revenue than average.

Attract Visitors With Recipes

Once you’ve exhausted all of your middle and bottom of the funnel keywords, which focus on conversions, you can then focus on audience building with top of funnel (TOFU) keywords.

Why audience building?

While top of funnel keywords are usually the lowest converting phrases, they do end up bringing in the most traffic. This means TOFU keywords lend themselves to traffic and list building.

Examples of top of funnel articles include…

• “How to switch to a Keto diet”
• “Is flaxseed good for you?”
• “What is saturated fat?”

Many of these phrases are highly competitive, so you’ll want to focus on long-tail searches.

With that said, food and beverage brands have an advantage here.

Turns out, not only are recipes the most popular search terms in this market, but they also convert relatively well compared to other top of funnel keywords.

The key is to focus on using your product in your recipes.

So if you sell olive oil, the best path for you is to rank recipes that use your olive oil as an ingredient. This is a low key, but highly effective way to promote your products.

For best results, use both recipes and traditional TOFU articles.

Product Page Optimization

Positioning.

The #1 mistake food and beverage brands make is selling undifferentiated products.

The #2 mistake food and beverage brands make is not promoting their differentiation.

When you’re trying to get more conversions, having a rock solid USP on your product pages are critical. That’s why all food and beverage marketing must start with positioning.

• What are you selling? 
• Who is your product for?
• How are you different? 

For example, Siete started out as a tortilla brand that used Cassava flour as its main ingredient, which was attractive to the healthy eating crowd. Another example is Nightfood, which sells sleep-friendly ice cream for people who like to binge eat at night. And yet another example is Lakanto, which specializes in selling food products that contain monk fruit.

All 3 brands give customers a reason to buy them over competitors. 

Strong positioning leads to higher conversion rates, which leads to a lower CAC.

So if you don’t have a USP, find it, and focus your product pages on it.

Answer Your Customer’s Biggest Objections

Product pages are essentially a list of customer objections.

If you answer the right objections in the right order and format, you’ll make the sale.

In the food and beverage space, the main objections tend to revolve around… 

• Ingredients

So if you sell a salsa, you will want to make sure to use words and visuals to prove your salsa tastes great, is made with healthy ingredients, and can be used in a lot of recipes. 

Another popular objection to cover is comparisons.

For example, the keto cereal market exploded in part because it was the opposite of traditional, sugary cereal products. The main way this was promoted was in comparison charts showing keto cereal had way less of the bad stuff compared to traditional cereal.

Not all food and beverage products will be able to use comparisons…

But if your product is comparison-friendly, it’s a must-have.

In any case, you want your product pages to answer these objections using the OCP formula.

• Identify the objection (Is this keto-friendly?)
• Answer it with claim (Introducing chocolate keto cereal)
• Follow it up with proof (Show ingredients)

Test Multiple Niche Landing Pages

Every year, paid advertising gets harder. 

There’s always more competition, CPMs are always rising, and now with privacy updates like iOS14 making things even worse for everyone, there’s no room to slack with conversions.

Normally, this means improving your product and collections pages.

However, most food and beverage brands should also test niche landing pages.

By niche landing pages, I mean dedicated landing pages that promote niche angles.

For example, if you sell a health bar, you could create dedicated niche landing pages targeting morning, mid-day, and nighttime snackers separately. You could also create niche landing pages targeting men, women, seniors, professionals, and more. You can even create landing pages to test if your health bar sells to crossfitters, runners, and yoga lovers.

Message-market match.

The reason why most food and beverage brands tend to sell to general segments of the markets is due to convenience and ease of scaling. 

But as customer acquisition costs go up…

The main way to bring them back down is to increase your conversion rate.

Once you find your winning pages, your CAC will go down.

Best Conversion Rate Optimization Strategies To Boost Average Order Value

Test your price elasticity.

Chances are, you’re probably undercharging for your product. 

This is because most food and beverage brands actually underestimate their price elasticity. Because most pricing is based on sheer guesses, there’s rarely ever any testing to see just how much your products can actually go for.

This is why we recommend increasing your prices by 5%, immediately.

It may or it may not work, but it definitely is something every brand should try.

Raising your prices is the single fastest, easiest, and most effective way to boost your average order value. When you do the math, it’s even more effective than upsells or cross-sells since it doesn’t require an additional sale to happen.

Plus, it directly improves your margins.

Every food and beverage brand needs a higher margin.

The best part is that while the upside is big, the downside is almost non-existent. It’s just as fast, simple, and easy to bring your price back down if it doesn’t work out.

Price For Margin

If you didn’t know food and beverage products had a low profit margin compared to other categories before you started your brand, well now you know.

Surprisingly, most decide not to do anything about it.

It’s a big reason why so many brands struggle with paid ads.

Talk to any media buyer and they will tell you the dream scenario is to work with a product that has a profit margin of 75% or higher. The higher your food and beverage profit margin, the more breathing room you have, especially as you scale up.

The problem?

Most food and beverage brands aren’t anywhere close.

So the goal when pricing for margin is to get as close to 75% or more.

Some products will get relatively close. Others will still be far away.

It doesn’t matter.

The point is that a 40% profit margin is still better than a 30% profit margin. And you’ll never find out if you can get that 40% profit margin unless you actively test for it.

And if you can’t?

Launch a new version of your flagship product that can command that higher margin.

Price For Positioning

Pricing IS positioning.

At least, it’s the main way to present your positioning. 

You can’t be a premium priced food and beverage brand without premium pricing. You also can’t change your pricing like a “value based” brand would with constant discounting.

In other words, you have to charge more and stick to that price.

This does two things… 1) You increase AOV by charging more

2) You keep your AOV by sticking to it

What many food and beverage brands forget is that discounting is the leading cause of average order value decline.

Sure, you can’t run away from discounts completely…

But if you’re launching products with a higher cost of goods sold because you’re trying to innovate, then positioning is the only thing keeping you in the game. The combination of a high cost of goods sold and low pricing or steep discounting is the fastest way to go out of business.

Instead, you want a price that screams “premium”.

And you want a discount strategy that says “rare”.

Bundles Based On Time

“You just won a year’s supply of M&M’s!”

While not seen very much in ecommerce, this is probably one of the most famous ways to bundle food and beverage products.

Of course, I’m not suggesting a literal free giveaway…

But what I am suggesting is that time is a great way to position a bundle because you take the focus away from the actual literal amount and frame it based on the number of days.

For example, let’s say you sell keto muffins and every package lasts 30 days.

You could bundle 3 keto muffins together and say “Buy our 3 pack” and leave it at that. However, while you should keep the actual amount of packages in there, you could also add in “time” by saying they’re getting a 90 day supply of keto muffins. 

If you sell delicious products, you may have customers saying it’s all really a 1 day supply.

This is actually a really great testimonial.

With that said, don’t over promise either. 

Try to be fair and accurate as to how long people can expect them to last. If a 3 pack of keto muffins is really a 21-day supply, then so be it. The point is the positioning, not the literal time.

Variety packs

Did you know it was Sam Walton that invented the “food sampler”?

He realized that by giving away free food samples, it made customers much more likely to go and buy that food product. So he made it a big part of Walmart’s sales process in the early days.

Of course, this works when you go to the store in-person.

But what about when you’re selling food and beverage products online?

This is where variety packs come in.

While it’s not a perfect alternative, if you offer multiple flavors, you can put them into a single bundle so customers can try them all, decide on their favorites, and then come back for more.

It’s not as low-risk for customers… but they are popular.

Besides, the higher average order value makes it more likely you’ll be profitable with paid ads and the sampling process naturally leads to a higher lifetime value as customers will be able to find their favorite flavor on the first purchase rather than risking a bad experience.

Dinner Packs

Remember Lunchables? 

They were essentially a plate of food items that went well together, put them all in a single package, and then positioned as an entire meal. This same idea of bundling multiple food items to give customers a “complete meal” can be done for your products.

For example, let’s say you sell both protein pancakes and organic honey for those pancakes. 

You can and should have a bundle that includes both because it only makes sense for the customer to buy both at the same time, especially if there’s a discount involved. You would then promote it as a “full experience” so that the whole is greater than the sum of its parts.

In other words, the key is relevance.

The more relevant the products within the bundle are, the higher the conversion rate.

The higher the conversion rate, the higher your average order value.

Upsells/Cross-Sells/Bump Offers

“Would you like fries with that?” This is a common example to show how McDonald’s dominates by training their staff to offer upsells at the point of sale. However, this is an example of a cross-sell. Not an upsell.

“Would you like to get a large for 25 cents more?”

That is a proper upsell.

While confused often with cross-sells, upsells are when you offer “more” of what the customer just bought. This can mean anything from a bigger size to more units of the same SKU.

When done properly, upsells are crazy profitable.

The reason is because of relevance.

Many food and beverage brands assume that if someone buys one of their drinks that it only makes sense to offer customers something else.

They bought the drink. Surely they don’t want to be sold on it again?

The fact that someone bought your drink is the #1 sign that they are willing to buy more of that drink. It’s an indicator of interest rather than an indicator of completion.

You’ll raise your AOV by selling another 3 of the same drink at a 15% off discount.

Cross-Sells

You can smell a cross-sell from a mile away.

• “People who bought X also bought Y”
• “Would you like to add this to your order?”
• “We recommend pairing X with Y”

Cross-sells are all about selling complementary products to what customers just bought. The more that other product complements what they just bought, the higher your AOV will be.

For example, Tostitos sells chips and dips.

So when a customer buys one, it makes sense to offer the other.

Of course, they won’t always be as clean as this. 

If you’re Banza, once someone buys your chickpea pizza, it still makes sense to cross-sell them your chickpea pasta. They don’t go as well together as chips and dip, but they’re still pretty relevant to your overall chickpea-fueled diet.

You can even cross-sell between different flavors.

Long story short, every food and beverage brand needs to look for every opportunity to cross-sell products if you want to improve your average order value.

Bump Offers

Have you ever seen additional products right under the “Add To Cart” button?

This is called a “bump offer”

Bump offers are one of the least used, yet most effective food and beverage marketing tactics you can use if your goal is to boost your average order value.

Typically, bump offers are “add-ons” or relevant cross-sells.

The difference between bump offers and traditional cross-sells though is that the bump offer happens right before the customer decides to add your product to their cart. Think of it like the candy and magazines sold when you’re in line to buy your groceries.

It essentially moves single SKU purchasers to bundle purchasers.

So even if you’re not promoting a bundle, the right bump offers can lead customers to “upgrade” on their own, making it seem like it was their idea. 

And like most cross-sells, the more relevant the bump offer, the more likely it’s bought.

Best of all, you can offer multiple products in the bump offer stage, which makes it more likely you’ll get a customer to bite on something rather than nothing.

Best Email & SMS Strategies To Boost Repeat Purchases

Ecommerce email flows.

The welcome flow is the first few emails a non-purchasing subscriber would receive.

In other words, people who sign up through your opt-in box rather than buying.

Personally, I think the welcome flow is one of the most important, if not the most important email flow you can send to a subscriber. Not just because it’s usually one of the top 3 highest earning flows, but also because good welcome flows set the stage for more repeat purchases.

With our clients, we don’t just want sales.

We want to build our positioning, spread awareness of our product line, and then sell.

This way, once customers experience the awesomeness of your product, they’re fully convinced your brand is the number one brand in the category. And once this happens, repeat purchases are almost guaranteed.

Besides, it’s hard to get repeat purchasers if you don’t get the first sale either.

We recommend this flow to be 4-6 emails long. 

• Email #1: Deliver on the promise of the opt-in
• Email #2: Focus on what makes the brand unique
• Email #3: Sell with customer testimonials or PR
• Email #4: Talk about all of your best sellers
• Email #5: End with urgency to buy right now

Abandonment

The closer your flow is to the sale, the higher ROI it is.

This is why your abandonment flows will tend to be the highest converting flows you send, which is also why we recommend you install all 4 if you want the best results.

• Site Abandonment
• Browse Abandonment
• Cart Abandonment
• Checkout Abandonment 

Site abandonment is a flow for non-purchasers who have been “active on site”. Browse abandonment is a flow for subscribers who have seen a product. Cart abandonment is a flow for subscribers who added a product to their cart, but then left. Checkout abandonment is a flow for subscribers who went through the checkout process, but then left at the last minute.

For these flows, we recommend following the ROI sequence.

In other words, the first email should remind customers what they just saw. The middle email(s) should answer the biggest, obvious objections such as social proof. And then the last email should drive the sale with an incentive.

Post-Purchase

As you can tell, post-purchase flows are flows you send after someone buys.

Now, depending on what you define as a “post-purchase” flow and what you decide to include in one flow, there are actually multiple types of flows you can consider to be a “post-purchase” flow including UGC, cross-sells, and more.

So for the purpose of this section, we’re going to include it all in there.

Now, post-purchase flows won’t be your most profitable flows, but they are still extremely important as they serve as the onboarding emails for new customers. Plus, when done right, they still drive plenty of sales.

Every food and beverage brand needs at least 2 post-purchase flows

One for first time customers and one for repeat customers.

Each should thank customers for buying, then go into asking customers to do “brand ambassador” activities such as following on social media and getting referrals. With that said, the end goal of a post-purchase flow for new customers is to buy another product, while the end goal of post-purchase flow for repeat customers is to get a subscription.

Ecommerce Email Campaigns

‍ build email calendars with monthly peaks.

It’s much easier to make sales when customers already have their wallets out.

We know this because we can see it happening everywhere. For example, Black Friday.

Pretty much all food and beverage brands know that Black Friday is their best time of the year. It’s not because your product changes during Black Friday. It’s just that millions of dollars of advertising and millions of dollars more in publicity, along with decades worth of conditioning, has taught consumers that Black Friday is the time to get the best deals.

The same offer will make 3-5X more on Black Friday than on a regular Friday.

The question is, how do you get Black Friday-results to happen more often?

The answer is to manufacture them when you’re creating your email calendars and then build your campaigns strategy around them to create “revenue peaks” when customers are already inclined to buy.

For example, Mother’s Day is another big day for food and beverage brands.

With that said, there are months you may need to rely on launching new SKUs, months where you’ll want to take advantage of cultural moments like Back To School, and yet other months where you’ll want to promote a huge promotion such as “Christmas In July” discounts.

If you aim for one “peak” every month, you’ll see your revenue grow.

You need to send more emails. 

This is shocking news to most food and beverage brands. You may be looking at your own inbox filled with hundreds of unread emails and think to yourself, “I don’t want to annoy my subscribers. So I’m just going to send them when we have something to say.”

After working with tons of clients, we’ve found 2 things to be true.

• The more emails you send, the more money your brand will make
• Subscribers care less than you think about your email frequency

While most food and beverage brands barely send one email per week, we tell all of our food and beverage clients to send 2-3 emails every week. On top of that, we’ll send an additional 2-3 resends every week to subscribers who didn’t engage. Then when holidays or product launches come around, we’ll send 5+ emails that week.

Yes, it’s possible to send too many emails.

But if you follow the frequency above, you’ll be safe and drive more revenue.

Objection-Based Creative

Love using puns and jokes to sell your food and beverage products?

Well, I’m here to tell you that you might as well light your money on fire.

While there’s a time and place to try and be entertaining and funny, the truth is that relying on these elements too much leads to low calorie emails (see what I did there?).

Instead, you want to send emails with substance.

The best kind of substance is answering objections.

• Does your product taste great?
• Will eating your product fill you up?
• Does your product fit their specific diet?
• Are your ingredients clean and natural?
• What makes your product different?

In other words, we’ve found the highest converting emails for food and beverage brands to be emails that take away doubt and help customers buy with confidence.

Of course, feel free to be funny to these types of emails.

However, unless you decide to hire a comedian or someone who is just naturally way funnier than the actual person, don’t rely on comedy to make the sale. Heck, even if you do go that route, it’s still more profitable to be funny about objections and their answers.

We’re here to make sales, not make people laugh.

Promote LTV Boosting Offers

‍ get customers on a subscription.

Because most food and beverage brands have low margins and low average order values relative to brands in other categories, LTV means everything to the survival of the business.

Most food and beverage brands also think they just have to send emails and text messages to increase their lifetime value, but nothing is further from the truth, and this is coming from an ecommerce email marketing agency !

Email and text messages by themselves improve LTV by a little.

The offer you promote is what ends up determining repeat purchase rate.

So what’s the #1 highest LTV boosting offer?

Subscriptions.

Once you get customers on a subscription, they are typically in for the long-haul. They’ll go from having bought once or twice before to buying for 6+ months straight. 

Subscriptions are game-changers.

In fact, most beverage brands wouldn’t survive online if it weren’t for subscriptions.

So once you have a subscription offer ready, you need to promote it through both your flows and campaigns. This means adding it to your post-purchase flows and sending limited time campaigns that get customers to make the switch right now.

Launch New Products Often

Food and beverage customers need a reason to buy more from you.

While you can come up with a million marketing angles to promote over email and SMS, we’ve found the best reason you can give subscribers to buy again is by launching new products.

There is nothing more exciting and compelling than a new SKU.

“NEW! Chocolate flavored keto cookies!”

As the saying goes, the two most popular words in marketing are “new” and “free”. While you should be using the word “free” sparingly, you can use the word “new” relatively often.

Food and beverage brands are also uniquely positioned to do this often.

Many times, it’s cheaper and faster to launch a new flavor than it is to launch a completely different type of product, so there’s opportunity to launch new products with less risk.

Best of all, it’s exactly what repeat purchasers want.

Once someone has become a customer and they enjoyed your product, they’re excited to try all the new stuff you have because if what they tried was great, imagine everything else.

Every food and beverage brand needs a strong product launch strategy.

Loyalty Or Rewards Programs

“10 more points and get 10% off your next order”

You’ve probably seen this pitch a million times and that’s because it just flat out works.

While loyalty and rewards programs can have some differences, functionally they’re the same. Give people “points” for engaging with your brand, which they can then use to buy more.

It’s a great incentive to drive more sales without always offering discounts through email.

Here’s the best part…

It gamifies and builds a habit for buying your products

Customers go from just buying products to collecting points so they can get whatever reward waiting for them on the other side. And like free shipping minimums, this also pushes them to buy more in a single purchase. So it increases both AOV and LTV.

All customers like perks for being a loyal customer.

So give it to them.

Loyalty and rewards programs typically work best for food and beverage brands that have a lot of SKUs. So I wouldn’t recommend it if you only have 3 flavors of 1 beverage. But if you have 5+ products in multiple flavors, then it’s worth introducing it.

Beverage Marketing Plan: The Best Way To Sell Beverages Online

Compared to regular food, beverages are in a unique situation.

Beverages tend to have all the faults of regular food products, but with the additional issues of also having huge minimums and expensive shipping costs. This creates a situation where cash flow becomes extremely tight and your return on your marketing spend needs to be higher.

So what do you do?

The truth is that you need to do everything that is on this list of ecommerce food and beverage marketing strategies. With that said, these are the 3 tactics you want to emphasize the most:

• Variety Packs
• Niche Landing Pages
• Subscriptions

The goal of every beverage marketing plan should be to get as many customers on a subscription as possible. With variety packs, you maximize your average order so you can afford customers, while allowing them to try different flavors on the first purchase. With niche landing pages, you can market your variety packs to different niche audiences until you find a few winners that scale while having a reasonable CAC. And with subscriptions, you maximize the lifetime value per customer so your brand can actually make a profit.

Every successful beverage brand follows this formula because it’s what makes the math work.

In addition to this, you need to look beyond ecommerce.

Unlike categories like beauty, the beverage businesses can’t rely on just their direct-to-consumer channels. They need as much volume as possible, which means also getting into Amazon and physical retail.

It’s not uncommon to see an 8 figure beverage brand making low 7 figures online.

In other words, use your ecommerce beverage business to collect data, which you can then use to get into as many physical retail stores as possible.

Food And Beverage Marketing: Frequently Asked Questions (FAQ)

What is food and beverage marketing.

Food and beverage marketing is ultimately about telling future customers about what you’re selling, getting them to actually buy, and having paying customers identify your brand as the number choice for your particular category. Food and beverage marketing involves the entire marketing funnel including awareness, consideration, conversion, and loyalty.

How Do You Market A Beverage Product?

Beverage products should be marketed like any other food product. You need to have multiple traffic sources including paid media, owned media, and earned media. That traffic then gets sent to your online funnel, which is made up by your store, landing pages, and retention channels. And lastly, this allows you to collect the data you need to take your beverage brand from just an ecommerce business into an omnichannel brand.

What Is The Ideal Marketing Mix For Food And Beverage Brands?

When it comes to ecommerce, the ideal marketing mix ultimately comes down to 50% of your traffic coming from paid ads and 50% of your traffic coming from organic channels. Think of it like an investment portfolio. You want to make your food and beverage marketing as diversified as you can so that if anything happens, such as Apple’s privacy updates or Google’s algorithm updates, your food and beverage brand will still survive.

How Can I Promote My Food Online?

Once you have a Shopify store, there are 3 main ways to promote your food online. The first is through paid media, which includes any paid sources from Facebook ads to podcast sponsorships. The second is through owned media, which includes anything your brand owns from your store to your email newsletter. The last is through earned media, which includes any traction your brand earns from others from influencer marketing to digital PR.

How Do You Improve Your Food And Beverage Profit Margin?

Food and beverage products usually have a low profit margin relative to other categories. The way you improve it is to focus on optimizing the elements that control cost of goods sold, marketing costs, and pricing. You improve the cost of goods sold by buying higher volumes of less variations. You improve marketing costs by building your organic channels and improving your conversion rates. And you improve pricing by testing higher prices so you can see just how far your price elasticity actually stretches.

How Do I Advertise My Food And Beverage Business?

The first step to advertising your food and beverage business is to find out what metrics you need to hit to be profitable with your customer acquisition. If the cost is too high, you’ll want to fix that first by improving your margins. The second step is to pick an advertising platform such as Facebook ads, TikTok ads, or Youtube ads. The last step is to then test different offers, angles, and audiences until you find a winning combination.

Looking To Hire A Food And Beverage Marketing Agency? Hire Us!

Our ecommerce email marketing agency, SupplyDrop, has worked with food and beverage brands like Kettle & Fire, Verb Energy, and Drink02. 

So once you’re ready to turn email into your most profitable channel, hire us as your food and beverage marketing agency for email and sms marketing.

Danavir is the co-founder of SupplyDrop. He’s a 13 year direct response marketing veteran who’s worked with everyone from ecommerce startups to 8 figure DTC brands. You can connect with him on Twitter or LinkedIn , where he posts even more ecommerce marketing strategies every day.

Home › Case Studies › Beverage Marketing Strategy Helps Soft Drink Beverage Industry Client Increase Customer Visibility

Beverage Marketing Strategy Helps Soft Drink Beverage Industry Client Increase Customer Visibility

What you can expect from the marketing mix analytics case study.

• Industry Overview

About the Client

• Business Challenge
• Solution and Business Impact
• Marketing Mix Analytics Predictive Insights

Highlights of the Beverage Marketing Mix Analytics Case Study

Gain accurate insights on the performance of your marketing channels and campaigns, find the optimum marketing mix, drive conversions, and maximize MROI.

Beverage Industry Overview

The global soft drink beverage industry comprises of firms manufacturing sparkling drinks, bottled water, juices, concentrates, smoothies, functional drinks, and ready-to-drink coffee and tea. A soft drink typically does not contain alcohol but can have up to 0.5% alcohol content. Consumer preferences, growing population, and health awareness are the major growth drivers for the industry. Within the global beverage industry, beer is expected to remain the largest segment by value. However, the increase in the consumption of non-alcoholic beverages by consumers, the population base of the young generation, and increasing per capita income are the major driving forces that spur growth for this segment.

However, our analysis of the global beverage industry shows that the soft drink beverage firms are facing challenges in terms of:

• Health-oriented customers: Today, consumers are usually concerned about their health and consider consuming a beverage that consists of organic compounds. A soft drink is not considered to be appropriately processed, as a result, companies are finding their way out of this roadblock by developing healthy drinks.
• Slow product innovation cycles: Bringing to market new products that align with emerging consumer trends in a timely manner is difficult for many soft drink beverage companies as the process of creating new, relevant products and moving them through R&D, testing, and marketing to retail takes time

Several such factors are compelling soft drink beverage industry players to leverage the use of robust marketing mix optimization solutions. Marketing mix optimization solutions help food and beverage industry firms to determine the value of marketing activities and interactions while identifying the revenue and cost opportunities for the same. These solutions also offer insights into the challenges of optimizing the marketing mix, the benefits of leveraging digital channels in the marketing mix, and the future of marketing strategy development in organizations.

The client is a leading manufacturer of soft drink beverages with retail outlets spread across the globe. Headquartered in the US, the client is looking to expand its operations across Europe and acquire new customers to increase their global market share.

After attending one of our webinars on marketing mix optimization, the client decided to connect with us in order to understand the benefits of marketing mix optimization for their organization.

Quantzig has successfully delivered 1500+ comprehensive projects with proven impact. Ready to start yours?

Marketing Mix Optimization Challenge

The client wanted to align themselves with the strategic business planning process better and increase profit and shareholder value. Additionally, the client was facing challenges allocating the future spend for enhancing market attractiveness. As a result, they wanted to optimize their spending on marketing. Furthermore, the client wanted to measure the impact of their advertising on the overall sales revenue.

After attending one of our webinars, the client connected with one of our experts to understand the full scope of a superior marketing mix model.

The Marketing Mix Analytics Solution and its Business Impact

Quantzig’s marketing mix optimization solution helped the soft drink beverage client accurately track their media spend and sales and improve their overall business performance. Additionally, the client was able to allocate their marketing budget effectively and spend across media platforms to increase customer visibility. This further helped them increase brand appeal and enhance their ROI.

The business impact of the marketing mix analytics solution:

• 11% increase in MROI
• 16% reduction in marketing spending
• 11% increase in customer engagement

Beverage Marketing Strategies – Predictive Insights

With the help of Quantzig’s marketing mix optimization solutions, beverage companies can develop marketing strategies that will help increase incremental sales, driving profitability, and improve conversions by identifying media channels that are effective and profitable in reaching customers.

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40 case studies in branding.

[Apple: Innovation and Design as Brand Identity]

[Nike: Building a Global Brand Through Storytelling and Innovation]

[Tesla: Revolutionizing the Automotive Industry Through Innovation and Sustainability]

[Amazon: Transforming Retail and Beyond]

[Zoom: Connecting the World Through Video Communications]

[Beyond Meat: A Plant-Based Revolution]

[TikTok: A Dance with Global Success]

[Coca-Cola: Quenching the World’s Thirst for Over a Century]

[Netflix: Redefining the Future of Entertainment]

[Airbnb: Disrupting the Hospitality Industry]

[Starbucks: Brewing Success Through Innovation and Responsibility]

[The Walt Disney Company: A Kingdom of Creativity and Innovation]

[McDonald’s: Serving Success with a Side of Innovation]

[Dove (Unilever): Crafting Beauty and Confidence]

[IKEA: A Symphony of Design, Affordability, and Sustainability]

[LEGO: Building Blocks of Innovation and Success]

[Slack: Revolutionizing Workplace Communication]

[Patagonia: A Case Study in Sustainable Business Practices]

[Spotify: Transitioning from music sales to subscription streaming]

[Warby Parker: Disrupting the traditional eyewear market with an online-first approach]

[Allbirds: A Case Study in Sustainable Footwear Innovation]

40.1 Apple : Innovation and Design as Brand Identity

• Introduction:

Apple Inc., known for its revolutionary technology and design, has built its brand on innovation and a unique user experience. What began as a garage startup in 1976 has become one of the world’s most valuable companies. Let’s explore how Apple achieved this success.

• Background:

Founding and Early Years: Founded by Steve Jobs, Steve Wozniak, and Ronald Wayne, Apple started as a computer manufacturer. The launch of the Apple I computer in 1976 marked the company’s debut, and the subsequent Apple II became a significant success.

Rise to Prominence: With the introduction of the Macintosh in 1984, Apple emphasized graphical user interface, leading the way in user-friendly computing. The iPod, iPhone, iPad, and MacBook line have since become iconic products.

• Product Development: Regularly updating products to include the latest technology.
• Software Ecosystem: Creating a seamless software environment that ties different Apple products together.
• Aesthetic Appeal: Sleek and modern design across all products.
• User Experience: Emphasizing intuitive interfaces.
• Apple Ecosystem: The interoperability of products encourages customers to stay within the Apple brand.
• Customer Service: Apple’s customer support, including the Genius Bar in Apple Stores, provides personalized service.
• Store Design: Apple Stores are known for their minimalist design and layout.
• In-Store Experience: Offering hands-on experience with products and one-on-one customer service.
• High Pricing Strategy: Apple’s premium pricing limits accessibility for many consumers.
• Dependence on Key Products: A significant reliance on the iPhone, which generates a large portion of revenue.
• Manufacturing Practices: Criticisms regarding working conditions in factories.
• Environmental Concerns: Issues related to recycling and waste management.
• Cultural Impact and Legacy:

Apple’s marketing has not only sold products but also shaped culture.

Think Different Campaign: This campaign emphasized Apple’s image as a company for creative and unconventional thinkers.

Influence on Music Industry: With the iPod and iTunes, Apple changed how people buy and listen to music.

Smartphone Revolution: The iPhone transformed mobile communication.

• Conclusion:

Apple’s brand is more than just a logo; it’s a symbol of innovation, quality, and a unique customer experience. By consistently focusing on design and innovation, Apple has maintained a strong brand identity that resonates with consumers globally. Its success offers essential insights into how a focus on innovation, design, and customer experience can build a powerful and enduring brand. The company’s challenges and criticisms also provide a nuanced understanding of the complexities of operating at the forefront of technology.

• Further Exploration:

Apple’s Advertising: Analyzing various Apple advertising campaigns over the years.

Competitor Analysis: Understanding how Apple’s branding strategies compare with competitors like Samsung, Google, and Microsoft.

Future Outlook: Speculating on Apple’s future in an ever-changing technology landscape.

This extended case study provides a comprehensive view of Apple’s branding, suitable for students who want to delve deeply into branding’s multifaceted nature. It includes various aspects of branding, marketing, challenges, and impact, allowing for a rich understanding of how a brand can shape not only a company’s success but also influence broader culture and industry trends.

40.2 Nike: Building a Global Brand Through Storytelling and Innovation

Nike, Inc. is a household name synonymous with athleticism, performance, and innovation. Through its creative marketing strategies and commitment to design, Nike has become a leader in the sports apparel industry. This case study will explore Nike’s rise to prominence and the branding strategies that have kept it at the forefront of the sports industry.

• Founding and Early Years: Founded as Blue Ribbon Sports in 1964 by Bill Bowerman and Phil Knight, the company changed its name to Nike, Inc. in 1971. The famous swoosh logo and the “Just Do It” slogan became integral parts of the brand’s identity.
• Growth and Expansion: With an initial focus on running shoes, Nike expanded into various sports, including basketball, soccer, and golf, becoming a multi-sport brand.
• Historical Partnerships: Nike’s collaboration with athletes like Michael Jordan led to the creation of the Air Jordan line.
• Global Ambassadors: Associating with top athletes like Serena Williams, Cristiano Ronaldo, and LeBron James.
• Emotional Connection: Creating ads that resonate emotionally with consumers, such as the “Find Your Greatness” campaign.
• Social Commentary: Engaging in cultural conversations, like the Colin Kaepernick campaign.
• Technological Advancements: Such as Nike Air cushioning technology and Flyknit fabric.
• Customization: Allowing consumers to personalize products through the NIKEiD platform.
• Nike Run Clubs: Building a community around the brand through running clubs and apps.
• Sustainability Initiatives: Such as the “Move to Zero” campaign focusing on reducing environmental impact.
• Market Competition: Competition from brands like Adidas and Under Armour.
• Pricing Strategies: Balancing premium pricing with accessibility for a broader audience.
• Labor Practices: Historical criticisms regarding factory working conditions.
• Sustainability Challenges: Managing environmental impacts across the supply chain.

Nike’s influence goes beyond sports apparel.

Influence on Streetwear: Collaborations with designers like Virgil Abloh have made Nike relevant in fashion circles.

Promotion of Women’s Sports: Marketing campaigns focusing on female athletes.

Global Reach: Establishing a presence in various global markets and sports.

Nike’s brand success lies in its ability to intertwine sports, culture, and personal aspiration. Its collaborations with athletes, investment in storytelling, and commitment to innovation have made it a leader in the sports apparel industry. The challenges and criticisms it has faced provide insight into the complexities of maintaining a global brand. Understanding Nike’s branding strategies offers an exciting exploration into how a brand can connect with consumers on multiple levels and across diverse markets.

Analyzing Advertising Campaigns: Students may explore various campaigns to understand how Nike connects with different demographics.

Competitor Analysis: Comparing Nike’s strategies with competitors to understand market dynamics.

Future of Sports Branding: Speculating on the future of branding in the sports industry and how Nike may continue to innovate.

This comprehensive case study provides a deep understanding of Nike’s branding strategies and allows students to appreciate the multifaceted nature of branding in the modern market. The connections between sports, culture, innovation, and marketing weave together to create a compelling story that offers valuable insights for anyone interested in branding, marketing, or the sports industry.

40.3 Tesla: Revolutionizing the Automotive Industry Through Innovation and Sustainability

Tesla, Inc. is not just a car manufacturer; it’s a technology company with a mission to accelerate the world’s transition to sustainable energy. Founded by a group of engineers, including Elon Musk, who became the public face of the company, Tesla has become a symbol of innovation and environmental responsibility. This case study explores how Tesla achieved this status.

• Founding and Early Years: Founded in 2003 by Martin Eberhard and Marc Tarpenning, and later joined by Elon Musk, JB Straubel, and Ian Wright, Tesla started with a vision to create electric cars that didn’t compromise on performance.
• Road to Success: The launch of the Tesla Roadster in 2008 proved that electric cars could be both stylish and powerful. Subsequent models, including the Model S, Model X, Model 3, and Model Y, diversified the product line.
• Autopilot: Developing self-driving technology.
• Battery Technology: Pioneering advancements in battery efficiency and lifespan.
• Clean Energy Products: Including solar panels and the Powerwall for energy storage.
• Sustainable Manufacturing: Efforts to minimize environmental impact in production.
• Online Sales: Bypassing traditional dealerships, selling directly to consumers online.
• Customer Experience: Creating unique showrooms and offering test drives.
• Elon Musk’s Twitter Presence: Utilizing social media to promote and defend the brand.
• Product Launches: Hosting grand events to unveil new products.
• Production Challenges: Meeting demand and managing quality control.
• Market Competition: Growing competition from traditional automakers entering the EV market.
• Labor Practices: Controversies related to factory conditions.
• Autopilot Safety Concerns: Debates over the safety of Tesla’s self-driving technology.

Changing Automotive Industry: Pushing the entire automotive industry towards electric vehicles.

Energy Conversation: Shaping dialogues about renewable energy and climate change.

Stock Market Phenomenon: Tesla’s unique position in the stock market as a technology/automotive company.

Tesla’s brand represents a fusion of technology, sustainability, and luxury. Through innovative products, a focus on environmental responsibility, and disruptive sales models, Tesla has not only built a successful brand but has also changed the landscape of the automotive industry. Analyzing Tesla’s strategies, challenges, and impacts provides valuable insights into how a brand can be a catalyst for industry-wide change.

Comparative Analysis: Understanding how Tesla’s branding strategies differ from traditional automotive brands.

Future of Mobility: Speculating on the future of electric vehicles, autonomous driving, and Tesla’s role in shaping that future.

Global Expansion: Exploring Tesla’s efforts to expand into various global markets, such as China and Europe.

40.4 Amazon: Transforming Retail and Beyond

Amazon, founded by Jeff Bezos in 1994, started as an online bookstore and quickly expanded into a vast e-commerce platform that sells virtually everything. Beyond retail, Amazon has also entered cloud computing, entertainment, and even healthcare. This case study will explore Amazon’s diverse business activities and how they’ve contributed to its colossal success.

• Early Years: Started in a garage, focusing on books, before expanding into other categories.
• Global Expansion: Rapid growth into international markets and diversified product offerings.
• Customer Experience: One-click ordering, personalized recommendations, and fast shipping.
• Amazon Prime: Subscription model offering free shipping, video streaming, and more.
• Amazon Marketplace: Allowing third-party sellers to reach Amazon’s vast customer base.
• Amazon Web Services (AWS): A leading provider of cloud computing services.
• Voice Technology: Introduction of Alexa and Echo smart speakers.
• Amazon Studios: Producing and distributing original content.
• Twitch Acquisition: Engaging the gaming community.
• Whole Foods Acquisition: Entering the brick-and-mortar retail space.
• Amazon Pharmacy: Expanding into the healthcare sector.
• Market Power: Criticisms related to monopolistic practices.
• Tax Practices: Scrutiny over tax strategies and contributions.
• Working Conditions: Concerns over conditions in warehouses and treatment of employees.
• Environmental Impact: Criticisms related to packaging and carbon footprint.
• Changing Retail Landscape: Influencing consumer expectations and competitors’ strategies.
• Innovation Leader: Setting standards in technology, logistics, and customer service.

Amazon’s success story is a testament to innovation, diversification, and relentless focus on customer experience. By continuously expanding into new areas, Amazon has not only transformed retail but also various other industries. Examining Amazon’s strategies, challenges, and cultural impact provides a deep understanding of modern business dynamics and the role of branding in shaping industry landscapes.

Competitive Analysis: Understanding Amazon’s position among global tech giants.

Future Projections: Exploring potential new markets and technologies for Amazon.

Regulatory Landscape: Analyzing potential legal and regulatory challenges.

This extensive case study offers students a multifaceted exploration of one of the world’s most impactful brands. From e-commerce to entertainment, Amazon’s influence is felt across multiple sectors. Understanding its success and challenges provides insights into innovation, strategy, ethics, and the complex dynamics of modern business environments.

40.5 Zoom: Connecting the World Through Video Communications

Zoom Video Communications, known simply as Zoom, played a pivotal role in connecting people during a time of global upheaval. Founded by Eric Yuan in 2011, Zoom quickly rose to prominence as a leading platform for video conferencing, webinars, and collaboration. This case study explores Zoom’s exponential growth, the strategies that propelled it, and the challenges it faced along the way.

• Founding Vision: Eric Yuan, a former Cisco executive, founded Zoom with a mission to make video communication frictionless and reliable.
• Early Growth: Despite entering a competitive market, Zoom differentiated itself through ease of use and robust performance.
• Ease of Use: Simple interface, quick setup, and no user account required for joining meetings.
• Quality and Reliability: Consistent video and audio quality across various devices and internet connections.
• Business and Enterprise Solutions: Offering scalable solutions for organizations of all sizes.
• Education Sector: Customized features for virtual classrooms and administrative meetings.
• Healthcare Integration: Compliance with healthcare regulations for telemedicine use.
• Localization: Tailoring offerings to different regions and languages.
• Strategic Partnerships: Collaborating with hardware vendors and integrators for seamless user experience.
• Free Access for Schools: Providing free access to educational institutions during lockdowns.
• Scaling Infrastructure: Rapidly expanding server capacity to handle surging demand.
• Security Enhancements: Addressing early security concerns with significant updates and transparency.
• “Zoombombing” Incidents: Unwanted intrusions into meetings raised questions about security.
• Data Privacy Concerns: Scrutiny over encryption and data handling practices.
• Competing Platforms: Navigating competition from established players like Microsoft and new entrants like Google.
• Sustaining Growth: Challenges in maintaining growth rates as restrictions lift and in-person meetings resume.
• Changing Work Culture: Enabling remote work, hybrid models, and global collaboration.
• Social Connections: Facilitating social interactions, virtual family gatherings, and online events.
• Redefining Communication: Setting new standards for video communication and online engagement.

Zoom’s journey is a compelling study in understanding customer needs, agile adaptation, and effective scaling. From a startup competing against tech giants to becoming a household name, Zoom’s story offers valuable lessons in innovation, strategic planning, crisis management, and ethical considerations. Analyzing Zoom’s branding, growth strategies, challenges, and cultural impact provides rich insights into the dynamics of technology-driven market disruption and the responsibilities that come with rapid success.

Competitive Landscape Analysis: Understanding Zoom’s position in a fast-evolving market.

Ethical and Regulatory Considerations: Analyzing Zoom’s response to security and privacy concerns.

Long-term Strategy and Sustainability: Evaluating Zoom’s plans to sustain growth and diversify offerings.

40.6 Beyond Meat: A Plant-Based Revolution

Beyond Meat has become a synonym for the plant-based food movement, leading the way in creating meat alternatives that cater to a growing global demand for sustainable and ethical eating. This case study explores the company’s journey, its innovative products, market strategies, and the broader impact on the food industry.

• Founding Vision: Established by Ethan Brown in 2009, Beyond Meat aimed to address environmental, health, and ethical concerns related to animal agriculture.
• Product Innovation: The development of plant-based meat substitutes that mimic the taste, texture, and appearance of traditional meat.
• Not Just for Vegetarians: Positioning products to appeal to meat-eaters looking to reduce meat consumption.
• Retail and Food Service Partnerships: Collaborations with supermarkets, fast-food chains, and restaurants.
• Celebrity Endorsements: Engaging well-known advocates of plant-based diets, such as Bill Gates and Leonardo DiCaprio.
• Sustainability Messaging: Emphasizing the environmental and health benefits of plant-based foods.
• Adaptation to Local Tastes: Developing products tailored to various global markets and cuisines.
• Regulatory Compliance: Navigating complex food regulations in different countries.
• Rising Competitors: Facing competition from both traditional food companies and new entrants in the plant-based sector.
• Product Differentiation: Striving to stand out in an increasingly crowded market.
• Taste and Texture Expectations: Meeting consumer expectations for flavors and textures similar to traditional meat.
• Price Barriers: Addressing price competitiveness with animal-based products.
• Transparency in Ingredients: Providing clear information about ingredients and processing methods.
• Life Cycle Analysis: Assessing the full environmental impact of products, from production to consumption.
• Changing Consumer Habits: Influencing a shift in dietary preferences towards plant-based options.
• Industry Collaboration: Collaborations with traditional meat producers and food service providers.
• Impact on Animal Agriculture: Contributing to debates about the sustainability and ethics of conventional meat production.

Beyond Meat’s story represents a transformative moment in the food industry, reflecting a broader cultural shift towards sustainability and conscious consumption. By analyzing Beyond Meat’s product innovation, market strategies, challenges, and cultural impact, students can gain insights into how a company can both lead and adapt to changing consumer values and industry dynamics. This case encourages critical thinking about innovation, branding, competition, ethics, and the interplay between business and societal needs.

Comparative Analysis with Competitors: Examining strategies and approaches of other players in the plant-based food market.

Consumer Behavior Study: Investigating consumer attitudes towards plant-based alternatives.

Sustainability Assessment: Conducting a comprehensive analysis of the sustainability aspects of plant-based foods.

40.7 TikTok: A Dance with Global Success

TikTok, a social media app developed by Chinese tech company ByteDance, has quickly become a sensation, particularly among younger users. This case study examines TikTok’s rapid growth, innovative content delivery, competition, and the complex regulatory landscape it navigates.

• Launch and Growth: TikTok was launched in 2016 and merged with Musical.ly in 2018 to expand its reach in the U.S. market.
• Algorithm Magic: TikTok’s unique algorithm offers personalized content, leading to higher engagement and user retention.
• Short Video Format: Users create engaging 15-second videos with a wide array of editing tools.
• Personalized Feed: The “For You Page” algorithm provides a customized content feed, enhancing user experience.
• Hashtag Challenges: Promoting user-generated content through viral challenges.
• Collaborations and Duets: Enabling collaboration between users to foster community.
• Music and Dance Focus: Strong emphasis on music and dance-related content.
• Influencer Partnerships: Collaborating with youth influencers to drive adoption.
• Local Content Adaptation: Encouraging content that resonates with local cultures and trends.
• Strategic Advertising: Utilizing in-app advertising and partnerships with brands.
• Data Security Issues: Ongoing debates over data privacy and national security.
• Regulatory Scrutiny: Challenges related to compliance with international regulations.
• Competing for Attention: A battle with platforms like Instagram, Snapchat, and YouTube.
• Intellectual Property Concerns: Issues related to copyright and content ownership.
• Democratizing Content Creation: Empowering individuals to become content creators.
• Cultural Influence: Fostering global cultural exchange and trends.

TikTok’s story is a fascinating example of how a social media platform can become a global phenomenon through innovative technology, strategic targeting, community engagement, and adaptability to local cultures. This case allows students to explore various aspects of social media business, including algorithms, user engagement, competition, regulation, and cultural impact.

Algorithm Analysis: Delve into how TikTok’s algorithm works and compare it with other platforms.

Regulatory Compliance Study: Investigate TikTok’s compliance with different countries’ regulatory frameworks.

Cultural Impact Research: Explore how TikTok influences and reflects cultural trends across the globe.

40.8 Coca-Cola: Quenching the World’s Thirst for Over a Century

Coca-Cola, founded in 1886, has grown to become one of the world’s leading beverage companies. This case study explores Coca-Cola’s brand legacy, marketing innovations, product diversity, sustainability initiatives, and the challenges and opportunities in an ever-changing global beverage market.

• Founding and Early Years: From a pharmacy concoction to a global brand.
• Iconic Advertising Campaigns: A look at some of Coca-Cola’s most memorable marketing efforts.
• Logo and Packaging: The evolution of Coca-Cola’s iconic logo and bottle design.
• Sponsorships and Partnerships: Coca-Cola’s association with sports events, entertainment, and charities.
• Local Market Adaptation: Customizing products and campaigns to fit regional tastes and cultures.
• Digital Engagement: Leveraging social media and technology for customer engagement.
• Beverage Portfolio: Introduction to Coca-Cola’s diverse product line, including soft drinks, water, and juices.
• Health-Conscious Offerings: Response to changing consumer preferences towards healthier options.
• Water Stewardship: Initiatives to reduce water usage and support community water projects.
• Recycling and Packaging: Commitment to reducing plastic waste through recycling and innovative packaging.
• Market Competition: An overview of competitors like PepsiCo and changing consumer tastes.
• Health and Regulatory Scrutiny: Challenges related to sugar content and obesity concerns.
• Emerging Markets: Strategies and challenges in entering and thriving in new markets.
• Economic Sensitivities: How global economic fluctuations affect sales and operations.

Coca-Cola’s story offers an inspiring journey into the world of branding, marketing, innovation, and corporate responsibility. The brand’s ability to adapt, innovate, and remain socially responsible provides valuable insights for anyone interested in business, marketing, and sustainability.

Marketing Analysis: Investigate how Coca-Cola has maintained its brand appeal over time.

Sustainability Evaluation: Examine Coca-Cola’s efforts in promoting environmental stewardship.

Global Business Study: Analyze Coca-Cola’s strategies in adapting to different cultures and markets.

This student version of the Coca-Cola case study serves as an engaging educational resource for courses related to business, marketing, branding, sustainability, and global commerce. Through exploration, discussion, and critical analysis, students can uncover the multifaceted dynamics that have shaped Coca-Cola’s success and its continued relevance in today’s competitive and evolving marketplace. It invites learners to reflect on the power of branding, the importance of innovation, the challenges of global expansion, and the growing significance of corporate social responsibility in modern business.

40.9 Netflix: Redefining the Future of Entertainment

Netflix, founded in 1997, has transformed from a DVD rental service to a global streaming giant. With over 200 million subscribers worldwide, Netflix has redefined the way people consume entertainment. This case study explores Netflix’s growth, innovation, content strategy, and the challenges it faces in a competitive market.

• Founding and Early Growth: From a mail-order DVD service to streaming pioneer.
• Subscription Model: Introduction of the subscription model that revolutionized content consumption.
• Streaming Technology: Development of cutting-edge streaming technology to deliver content seamlessly.
• Personalized Recommendations: Utilization of algorithms to tailor content suggestions to individual viewers.
• Original Content Creation: Investment in exclusive shows and movies to differentiate from competitors.
• Content Licensing: Acquiring rights to popular shows and movies to broaden the content library.
• Localization Strategy: Adapting content to suit diverse cultural tastes and regulatory requirements.
• Emerging Markets Growth: Expanding into developing regions with unique pricing and content strategies.
• Streaming Wars: Competition with other streaming platforms like Amazon Prime, Disney+, and HBO Max.
• Regulatory and Legal Hurdles: Navigating complex international laws and content regulations.
• Content Piracy Concerns: Efforts to combat unauthorized sharing and illegal streaming of content.

Netflix’s story is a testament to innovation, adaptability, and the power of a customer-centric approach. The lessons drawn from Netflix’s success and ongoing challenges provide valuable insights for those interested in technology, media, marketing, and global business strategy.

Technology Analysis: Investigate how Netflix’s technological advancements have shaped its success.

Content Strategy Evaluation: Examine how Netflix’s original content creation has redefined the entertainment industry.

Global Business Study: Analyze Netflix’s strategies for entering and thriving in diverse global markets.

40.10 Airbnb: Disrupting the Hospitality Industry

Airbnb, established in 2008, has emerged as a disruptive force in the global hospitality industry. This platform connects hosts and travelers, providing unique accommodations and experiences. This case study examines Airbnb’s innovation, growth, and the challenges it faces, providing comprehensive insights for students interested in entrepreneurship, technology, law, and global business.

• Founding Story: How an idea to rent air mattresses turned into a revolutionary business concept.
• Peer-to-Peer Model: Airbnb’s model of connecting hosts with travelers and its impact on traditional lodging.
• Platform Design: Exploration of the user-friendly design, including search functionality, booking process, and communication between hosts and guests.
• Trust and Community Building: Methods of establishing trust through reviews, verification processes, host education, community guidelines, and conflict resolution.
• Revenue Model: Understanding Airbnb’s commission-based revenue model, pricing strategies, and value proposition for hosts and guests.
• Global Growth Strategy: Airbnb’s rapid expansion into various cities and countries, including marketing strategies, partnerships, and local engagement.
• Experiences and Diversification: Introduction of Airbnb Experiences, business travel accommodations, and other extensions of the platform.
• Challenges in Scaling: Examination of the obstacles faced during rapid growth, including maintaining quality, customer support, and local adaptation.
• Local Regulations and Compliance: Encounters with legal issues, zoning laws, city ordinances, and ongoing battles with regulators and the traditional hotel industry.
• Impact on Housing Markets: Exploration of criticisms and studies on Airbnb’s effect on local housing prices, availability, gentrification, and neighborhood dynamics.
• Safety and Liability Concerns: Analysis of safety measures, insurance policies, host responsibilities, and incidents that have raised concerns.
• Sustainable Travel Initiatives: Airbnb’s efforts to promote eco-friendly travel practices, partnerships with local communities, and support for responsible hosting.
• Community Outreach and Disaster Response: Airbnb’s involvement in community development and providing emergency accommodations during natural disasters or crises.
• Brand Identity and Positioning: Examination of Airbnb’s brand evolution, advertising campaigns, social media presence, and efforts to differentiate itself from competitors.
• Customer Segmentation and Personalization: Strategies for targeting different customer segments and personalizing the user experience through algorithms and data analysis.

Airbnb’s transformation of the hospitality industry offers an in-depth look into technology-driven disruption, entrepreneurial innovation, community engagement, legal complexities, and social impact. The multifaceted nature of Airbnb’s journey provides a rich context for exploring diverse business concepts.

• Further Exploration and Assignments:

Platform Analysis Project: Students analyze Airbnb’s platform functionality, user experience, and technological innovations.

Regulatory Environment Study: Research and debates on the legal and ethical aspects of Airbnb’s operations in different regions.

Global Strategy Simulation: Group exercise to plan Airbnb’s entry into a new market, considering cultural, legal, and market dynamics.

Social Impact Assessment: Critical evaluation of Airbnb’s social responsibility efforts, community impact, and sustainability initiatives.

40.11 Starbucks: Brewing Success Through Innovation and Responsibility

Starbucks, founded in 1971 in Seattle, Washington, has become a global coffee icon, known for its premium quality coffee, unique store ambiance, and commitment to social responsibility. This case study examines Starbucks’ journey from a single store to an international chain, focusing on its strategic decisions, marketing practices, innovations, and challenges.

• Founding and Early Years: How Starbucks transformed from a single store selling quality coffee beans into a global coffeehouse chain.
• Mission and Vision: An examination of Starbucks’ commitment to inspiring and nurturing the human spirit, one cup at a time.
• Retail Innovation: An exploration of Starbucks’ unique store designs, customer experience, and the introduction of the “third place” concept.
• Product Diversification: Starbucks’ expansion into various products, including specialty beverages, food, packaged products, and even non-coffee items.
• Global Expansion: Strategies and challenges in entering new markets across different continents.
• Brand Building and Positioning: How Starbucks built a strong brand that emphasizes quality, community, and ethical sourcing.
• Loyalty Programs: The impact and success of Starbucks’ rewards program in enhancing customer loyalty and retention.
• Digital Engagement: Utilizing mobile apps, social media, and digital marketing to engage customers.
• Ethical Sourcing: Commitment to sourcing ethically produced coffee through fair trade practices and farmer support.
• Environmental Initiatives: Efforts in reducing waste, conserving energy, and promoting reusable products.
• Community Engagement: Investing in local communities through education, volunteerism, and support for local causes.
• Market Saturation: The challenge of maintaining growth amid increasing competition and market saturation.
• Cultural Sensitivity: Navigating cultural differences in global markets and occasional backlashes.
• Economic Factors: Responding to economic downturns and changes in consumer spending habits.
• Mobile Ordering: Implementing mobile ordering and payment systems to enhance convenience.
• Data Analytics: Leveraging data to personalize marketing and enhance customer experiences.
• Partnerships with Technology Companies: Collaborations to expand reach and offer new products.

Starbucks’ story offers valuable insights into brand building, global expansion, innovation, social responsibility, and resilience in the face of challenges. Its journey from a single store to a global chain showcases the importance of strategic decision-making, adaptability, and commitment to core values.

Supply Chain Analysis: Investigate Starbucks’ complex supply chain and its approach to ensuring quality and ethical practices.

Competitive Landscape Study: Analyze Starbucks’ competitive positioning and the dynamics of the coffeehouse industry.

Crisis Management Review: Examine Starbucks’ response to various challenges and crises over the years.

40.12 The Walt Disney Company: A Kingdom of Creativity and Innovation

The Walt Disney Company, founded in 1923 by Walt and Roy O. Disney, has grown from a small animation studio to a global entertainment conglomerate. This case study delves into Disney’s storied history, business diversification, technological leadership, and strategies that have made it a symbol of creativity and imagination.

• Founding and Early Success: The birth of Mickey Mouse, the creation of the first synchronized sound and full-color cartoons, and the groundbreaking “Snow White and the Seven Dwarfs.”
• Expanding the Magic Kingdom: Disney’s foray into theme parks, beginning with Disneyland in 1955 and followed by a global expansion.
• Diversification: Exploration of Disney’s diversification into various entertainment sectors, including movies, television, theme parks, merchandise, and media networks.
• Content Creation and Distribution: Examination of Disney’s strategies in producing and distributing content through various channels, including streaming services like Disney+.
• Global Expansion: Analysis of Disney’s strategies to enter and thrive in international markets, including China and Europe.
• Brand Building: How Disney built a universally loved brand based on storytelling, characters, and immersive experiences.
• Synergy: Understanding how Disney leverages its characters and stories across multiple business segments.
• Digital Engagement: Exploration of Disney’s digital marketing efforts, social media presence, and engagement with younger audiences.
• Revolutionizing Animation: Disney’s pioneering role in animation technology, including the introduction of CGI.
• Immersive Experiences: The integration of technology in theme parks for personalized and interactive experiences.
• Strategic Acquisitions: Insight into Disney’s acquisitions, including Pixar, Marvel, Lucasfilm, and 21st Century Fox.
• Collaborations and Partnerships: Exploration of Disney’s collaborations with other companies to enhance its product offerings and reach.
• Corporate Social Responsibility (CSR): Disney’s efforts in environmental conservation, community support, and ethical sourcing.
• Content and Cultural Sensitivity: Balancing storytelling with cultural respect and inclusiveness.
• Market Saturation and Competition: Navigating an increasingly competitive media and entertainment landscape.
• Regulatory and Legal Challenges: Adhering to varying regulations across global markets.
• Pandemic Response: Adaptation and response to the COVID-19 pandemic’s impact on various business segments.

The Walt Disney Company’s journey offers a captivating exploration of creativity, innovation, strategic thinking, and adaptability. From pioneering animation to building global theme parks, launching streaming services, and acquiring leading entertainment brands, Disney’s story is a rich lesson in entrepreneurship, marketing, technology, and global business strategies.

Leadership Analysis: Investigate Disney’s leadership strategies and the role of key leaders in shaping the company.

Competitive Landscape Study: Analyze Disney’s competitive positioning and the dynamics of the entertainment industry.

Crisis Management Review: Examine Disney’s response to various challenges, including economic downturns and unexpected crises.

40.13 McDonald’s: Serving Success with a Side of Innovation

McDonald’s is more than just a fast-food chain; it’s a global phenomenon that has shaped the way people eat around the world. Founded in 1940 by Richard and Maurice McDonald, the company has since evolved into a multi-billion-dollar giant with thousands of locations worldwide. This case study examines the key ingredients behind McDonald’s success.

• Founding and Early Growth: A look at McDonald’s beginnings, from a single drive-in to the creation of the Speedee Service System, a precursor to the modern fast-food restaurant.
• Global Expansion: How McDonald’s turned the Golden Arches into an international symbol, adapting to various cultures and tastes.
• Franchising: Exploration of McDonald’s franchising model and how it fueled the company’s rapid growth.
• Menu Innovation: How McDonald’s constantly innovates its menu to meet consumer demands and local preferences.
• Supply Chain Management: Examination of McDonald’s logistical prowess in sourcing and distributing ingredients across the globe.
• Sustainability Efforts: An insight into McDonald’s initiatives to reduce environmental impact and promote sustainable practices.
• Iconic Branding: Understanding how the Golden Arches and characters like Ronald McDonald became global icons.
• Advertising and Promotions: A review of memorable ad campaigns and marketing strategies that resonate with various demographics.
• Customer Experience: How McDonald’s focuses on customer satisfaction through services like McDelivery and the recent digital transformation.
• Digital Ordering and Mobile Apps: Exploration of McDonald’s embrace of technology to enhance customer convenience.
• Smart Restaurants: How technology is changing the in-store experience, from kiosks to AI-powered drive-thrus.
• Health Concerns: Analysis of criticisms regarding the nutritional content of McDonald’s food and the company’s response.
• Labor Practices: Discussion of challenges related to employee wages, benefits, and working conditions.
• Competitive Landscape: Examination of the fast-food market competition and how McDonald’s maintains its edge.
• Adaptation to Changing Consumer Preferences: The shift towards healthier options and how McDonald’s is responding.
• Investments in Technology: Future technological innovations that may shape the McDonald’s experience.
• Sustainability Goals: Long-term objectives in minimizing environmental impact and promoting social responsibility.

McDonald’s journey offers a multifaceted case study in entrepreneurship, innovation, marketing, global expansion, and adaptability. From flipping burgers in a single location to flipping the script on fast food worldwide, the company continues to evolve, facing new challenges and seizing opportunities.

40.14 Dove (Unilever): Crafting Beauty and Confidence

Dove, a personal care brand owned by Unilever, has become synonymous with beauty and self-esteem through its innovative products and socially conscious campaigns. This case study invites you to explore Dove’s journey and its commitment to promoting a more inclusive and positive depiction of beauty.

• Dove’s Inception: A look at the brand’s origins in 1957 with the launch of the Dove Beauty Bar.
• Product Portfolio: Overview of Dove’s wide range of personal care products, including body wash, hair care, and skincare.
• The “Real Beauty” Campaign: Examination of Dove’s groundbreaking campaign that challenged conventional beauty standards.
• Customer Engagement: Insights into Dove’s interaction with customers through social media, events, and community outreach.
• Global Expansion: Strategies behind Dove’s growth into various international markets and adaptation to different cultures.
• Research and Development: A look at how Dove constantly innovates its product line through scientific research and consumer insights.
• Sustainability Initiatives: Understanding Dove’s efforts in reducing environmental impact and promoting ethical sourcing.
• Promoting Self-Esteem: Analysis of Dove’s initiatives to enhance self-esteem, particularly among young women, through education and advertising.
• Partnerships and Collaborations: How Dove collaborates with NGOs, influencers, and other stakeholders to amplify social messages.
• Market Competition: Assessment of the competitive landscape and how Dove differentiates itself.
• Advertising Backlash: Discussion of certain advertising missteps and how the brand managed the fallout.
• Trend Adaptation: Exploration of how Dove aligns with emerging beauty and wellness trends.
• Technology Integration: How Dove leverages technology, including AI and data analytics, for product development and personalized experiences.
• Sustainability Goals: Examination of Dove’s long-term commitment to environmental sustainability and ethical practices.

Dove’s journey presents an engaging case study that goes beyond products and marketing to encompass social values, consumer connection, innovation, and global reach. The brand’s commitment to challenging beauty norms and promoting self-esteem has set it apart in a crowded market.

40.15 IKEA: A Symphony of Design, Affordability, and Sustainability

• Founding and Mission: Founded in Sweden in 1943 by Ingvar Kamprad, IKEA’s mission is to “create a better everyday life for many people.” It emphasizes affordability, design, and functionality.
• Overview of Offerings: IKEA offers a wide range of home furnishings, including furniture, kitchen appliances, decor, and accessories.
• Global Presence: With over 400 stores in 50 countries, IKEA has become a global leader in the home furnishing industry.
• Product Design and Development: IKEA’s products are known for minimalist design, functionality, and ease of assembly. Collaboration with designers worldwide keeps its offerings fresh and innovative.
• Supply Chain and Manufacturing: A well-integrated supply chain with close relationships to over 1,000 suppliers allows IKEA to maintain low costs while ensuring quality and sustainability.
• Retail Experience: The IKEA in-store experience is distinctive with showrooms, self-service warehouses, and in-store restaurants offering Swedish cuisine.
• Pricing Strategy: IKEA’s cost-conscious approach means designing products from the price tag up, ensuring affordability without compromising on quality.
• Digitalization and E-commerce: With a strong online presence, IKEA provides customers with online shopping options, planning tools, and virtual product previews.
• Advertising Campaigns: IKEA uses creative and often humorous advertising to appeal to a broad customer base, focusing on life improvement and solutions.
• Online Engagement: Digital catalogs, apps, and social media keep IKEA’s audience engaged and provide valuable customer insights.
• In-store Promotions: Seasonal displays and in-store events promote new products and encourage customer interaction.
• Brand Identity and Values: IKEA’s brand emphasizes sustainability, inclusiveness, and accessibility.
• Environmental Practices: Commitment to sustainable sourcing, waste reduction, and energy efficiency are core to IKEA’s operations.
• Renewable Energy Projects: IKEA invests in wind and solar energy, aiming to produce as much renewable energy as it consumes in its operations by 2030.
• Social Responsibility: The IKEA Foundation supports initiatives related to children’s education, refugee support, and climate change.
• Sustainable Product Lines: IKEA offers products that promote sustainable living, from energy-efficient appliances to recycled materials.
• Cultural Adaptation: IKEA adapts its product lines and marketing to reflect local tastes, customs, and living conditions.
• Market Entry Strategies: IKEA studies each market carefully, adapting its store format and product selection to local needs.
• Challenges in Different Markets: Navigating regulations, cultural differences, and local competition has posed challenges in some markets.
• Competition and Market Pressures: IKEA faces competition from both traditional furniture stores and online platforms.
• Cultural Missteps: Some global marketing campaigns have been criticized for insensitivity to local cultures.
• Quality Concerns: IKEA’s emphasis on low cost has sometimes led to perceived quality issues.
• Emerging Markets: Expansion into new markets like India and South America presents opportunities and challenges.
• Technological Innovations: IKEA is exploring augmented reality, artificial intelligence, and smart home technologies.
• Sustainability Goals: Commitment to further sustainability through its entire value chain.
• Collaborations and Partnerships: IKEA’s collaboration with designers, tech companies, and even other retailers fuels innovation.

IKEA’s unique blend of design, affordability, sustainability, and global reach has made it a standout brand in the home furnishing industry. The company’s multifaceted approach offers a rich study of modern retail, branding, international business, and corporate responsibility. The complexities and successes of IKEA’s model provide invaluable insights and inspiration for students across various disciplines.

40.16 LEGO: Building Blocks of Innovation and Success

• Founding and History: LEGO was founded in 1932 by Ole Kirk Christiansen in Billund, Denmark. The LEGO brick, as we know it today, was launched in 1958.
• Product Portfolio: Beyond the iconic bricks, LEGO’s products include themed sets, video games, movies, and educational tools.
• Mission and Values: LEGO’s mission is to “Inspire and develop the builders of tomorrow” through creative play and learning.
• Innovation in Design: LEGO constantly innovates its product line, incorporating new themes and licensed partnerships (e.g., Star Wars, Marvel).
• Quality and Precision: The manufacturing process emphasizes precision and quality, ensuring compatibility across generations of LEGO bricks.
• Digital Expansion: LEGO has embraced digital gaming and augmented reality experiences, extending the brand into the digital realm.
• Brand Building: LEGO’s brand revolves around creativity, imagination, learning, and fun.
• Advertising and Promotion: Utilizing various channels, LEGO engages customers through inventive advertising campaigns and social media.
• Community Engagement: LEGO Ideas invites fans to submit and vote on new product ideas. The LEGO community is actively engaged in product development, events, and online forums.
• Retail Experience: LEGO stores offer hands-on experiences with play areas, workshops, and exclusive products.
• Online Shopping: The online store provides an extensive product selection, customization options, and exclusive membership benefits.
• Global Distribution: LEGO products are available in more than 140 countries through various retail channels.
• LEGO Education: Through LEGO Education, the company offers learning solutions that encourage hands-on, playful learning in schools.
• Charitable Activities: The LEGO Foundation supports children’s development and learning through various global initiatives.
• Environmental Sustainability: LEGO is committed to reducing its environmental impact, including the goal to produce all products and packaging with sustainable materials by 2030.
• Market Pressures: Facing competition from both traditional toys and digital games, LEGO has had to continuously innovate and adapt.
• Intellectual Property Issues: LEGO has faced legal challenges around patents and copyrights, particularly concerning the design of its bricks.
• Economic Fluctuations: Economic downturns and shifts in consumer behavior have influenced LEGO’s sales and growth strategies.
• Adaptation to Local Markets: LEGO tailors its marketing and product strategies to different cultures and consumer preferences.
• Challenges in Emerging Markets: Entering new markets such as China has presented both opportunities and challenges, including issues related to counterfeiting.
• Technological Innovation: LEGO continues to explore new technologies, such as 3D printing and artificial intelligence.
• Collaborations and Licensing: Partnerships with entertainment franchises and designers fuel creativity and market reach.
• Focus on Adult Fans: LEGO has been expanding its appeal to adult fans through complex sets and themes that cater to various interests.

LEGO’s journey from a small carpentry shop to a global brand is a study in innovation, adaptability, community engagement, and brand stewardship. Its commitment to quality, creativity, and social responsibility offers a multifaceted case study with insights into product development, marketing, sustainability, global business strategy, and more. The story of LEGO inspires aspiring entrepreneurs, marketers, designers, and leaders to think creatively and act with purpose and integrity.

40.17 Slack: Revolutionizing Workplace Communication

• Founding and Background: Launched in 2013 by Stewart Butterfield, Eric Costello, Cal Henderson, and Serguei Mourachov, Slack has quickly become one of the leading tools for team communication.
• Business Model: Slack offers a freemium model where basic features are free, with paid plans for more functionality.
• Key Features: Slack provides channels, direct messaging, file sharing, integrations with other tools, and more to enhance team communication.
• Innovation and Updates: Continual updates and feature enhancements have kept Slack at the forefront of workplace communication tools.
• User-Centric Design: Slack’s interface is designed for ease of use and collaboration, reducing email overload.
• Target Audience: Primarily targeting businesses, both small and large, Slack has also found usage in communities and other groups.
• Growth Strategies: Referral programs, partnerships, and effective content marketing have contributed to Slack’s rapid adoption.
• Customer Engagement: Slack has utilized community engagement, feedback, and customer support to foster loyalty and improve its product.
• Competitors: Major competitors include Microsoft Teams, Zoom, and others offering communication and collaboration tools.
• Differentiation: Slack’s integrations, customization, and user experience have been key differentiators.
• Security Concerns: As with many digital platforms, security and privacy have been challenges, and Slack has implemented measures to ensure data protection.
• Freemium to Premium: The free version attracts users, while additional features and support drive customers to paid plans.
• Enterprise Solutions: Slack’s Enterprise Grid offers solutions tailored to large organizations, including advanced security and administrative features.
• Localization and Cultural Adaptation: Slack has localized its product for various markets and cultures to drive global adoption.
• Challenges in Emerging Markets: Issues such as local compliance, competition, and connectivity can present challenges in various regions.
• Pandemic Response: The shift to remote work during the COVID-19 pandemic led to a surge in Slack usage, adapting to new work patterns.
• Long-term Trends: Remote and hybrid work trends may shape Slack’s future development and market positioning.
• Strategic Acquisitions: Acquiring companies like Rimeto added capabilities to Slack’s portfolio.
• Partnerships: Collaborations with companies like Google, Salesforce, and others have extended Slack’s functionality.
• Salesforce Acquisition: The pending acquisition by Salesforce as of the cut-off knowledge date may significantly shape Slack’s future direction.
• Continued Innovation: Slack continues to explore new features, integrations, and market opportunities.

Slack’s story offers insights into the fast-paced world of technology startups, product development, global expansion, and market competition. Its response to changing work patterns and its strategic acquisitions and partnerships make it a rich subject for study. The lessons from Slack’s journey are relevant to aspiring entrepreneurs, product managers, marketers, and others interested in technology, innovation, and the future of work.

40.18 Patagonia: A Case Study in Sustainable Business Practices

• Background: Patagonia, founded in 1973 by Yvon Chouinard, is an outdoor clothing and gear retailer known for its commitment to environmental sustainability.
• Mission: “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”
• Innovation: Patagonia has been a leader in developing sustainable fabrics and materials.
• Quality & Durability: Emphasizing long-lasting products to reduce consumerism.
• Recycling & Repairing: Offering repair services and encouraging recycling of products through programs like “Worn Wear.”
• Transparency: Publicly sharing supply chain information and environmental impacts.
• Activism Marketing: Taking strong stances on environmental and social issues.
• Community Engagement: Collaborating with NGOs and community organizations.
• Supply Chain: Focusing on ethical production, fair labor practices, and organic materials.
• Environmental Activism: Regularly donating to environmental causes and supporting conservation efforts.
• B Corp Certification: Patagonia is a certified B Corporation, aligning profit with purpose.
• Profit vs. Purpose: Balancing strong financial growth with a commitment to environmental and social responsibility.
• Investing in Sustainability: Reinvesting profits in sustainable initiatives and environmental causes.
• Market Competition: Navigating a competitive market while maintaining ethical standards.
• Scale and Growth: Balancing growth and scalability with sustainability commitments.
• Greenwashing Accusations: Managing perceptions and criticisms related to authenticity and impact.
• International Expansion: Adapting sustainable practices across diverse markets and cultures.
• Global Partnerships: Collaborating with global organizations to expand environmental initiatives.
• Employee Engagement: Fostering a workplace culture that aligns with company values.
• Leadership and Governance: Maintaining leadership that embodies the brand’s ethos.
• Influencing Other Brands: Patagonia’s practices have influenced other companies to consider sustainability.
• Industry Collaboration: Working with competitors on common goals such as responsible sourcing.
• Adaptation to Climate Change: Developing strategies to mitigate and adapt to the impacts of climate change.
• New Market Opportunities: Exploring new product lines and markets while adhering to core values.

Patagonia serves as a compelling example of a company that has successfully integrated sustainability, ethical considerations, and environmental activism into every aspect of its business. From innovative product development to bold marketing strategies and influential industry leadership, Patagonia’s case study offers valuable insights for those interested in business ethics, environmental stewardship, social entrepreneurship, and innovative brand management. The brand’s ongoing challenges and successes provide rich material for analysis and reflection on the future of sustainable business practices.

40.19 Spotify: Transitioning from music sales to subscription streaming

• Background: Spotify, founded in 2006 by Daniel Ek and Martin Lorentzon, transformed the way people access and enjoy music.
• Mission: “To unlock the potential of human creativity—by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it.”
• Streaming Model: Spotify’s on-demand streaming model allows users to access millions of songs and podcasts.
• Algorithm & Personalization: The use of algorithms to create personalized playlists and recommendations.
• Freemium Model: Free, ad-supported tier alongside premium subscriptions.
• Revenue Streams: Subscriptions, advertising, and partnerships.
• User Engagement: Innovative playlists like “Discover Weekly” engage users.
• Collaborations: Partnerships with artists, labels, and other brands.
• International Reach: Spotify has expanded to numerous countries, adapting to various markets and regulations.
• Localized Content: Offering content that resonates with local cultures and tastes.
• Market Competitors: Facing competitors like Apple Music, Amazon Music, and YouTube Music.
• Royalty Disputes: Navigating complex relationships with labels, artists, and rights holders.
• Environmental Footprint: Efforts to reduce carbon footprint and promote sustainable practices.
• Supporting Artists: Initiatives to support emerging artists and creatives.
• New Features: Continual innovation in features and user experience.
• Podcasts and Original Content: Investing in podcasts and original content to diversify offerings.
• Technology Investments: Exploring technologies like AI to enhance user experience.
• Changing Consumer Behavior: Transforming the way people consume and interact with music.
• Influence on the Music Industry: Affecting record labels, artists, and music distribution.

Spotify’s rise as a leading music streaming platform offers a multifaceted case study encompassing technology innovation, marketing strategies, global expansion, and industry impact. From navigating complex licensing agreements to crafting personalized user experiences, Spotify’s journey provides valuable insights into digital transformation, competitive strategy, customer engagement, and the future of entertainment. It serves as a valuable example for understanding modern business dynamics in the digital age, including the ongoing challenges and opportunities of operating in a rapidly evolving industry.

40.20 Warby Parker: Disrupting the traditional eyewear market with an online-first approach

• Background: Founded in 2010, Warby Parker aimed to offer designer eyewear at a fraction of the price through a direct-to-consumer model.
• Mission: “To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.”
• Design: In-house design leading to unique and affordable eyewear.
• Home Try-On: A free program allowing customers to try on glasses at home before purchasing.
• Direct-to-Consumer: Selling directly to customers through e-commerce and physical stores, cutting out intermediaries.
• Social Responsibility: “Buy a Pair, Give a Pair” program donates glasses to those in need.
• Digital Marketing: Effective use of social media and content marketing.
• Community Engagement: Building brand loyalty through community events and collaborations.
• Physical Stores: Combining e-commerce with brick-and-mortar stores for an omnichannel experience.
• International Growth: Expanding to Canada and other markets, adapting to local regulations and preferences.
• Traditional Competitors: Competition with traditional eyewear brands and retailers.
• Copycat Brands: Managing competition from similar direct-to-consumer eyewear startups.
• Environmentally Conscious Manufacturing: Commitment to using sustainable materials.
• Carbon Neutrality: Efforts to reduce and offset carbon emissions.
• Virtual Try-On: Use of augmented reality for virtual try-ons via mobile app.
• Telehealth Services: Offering eye exams and prescriptions through telehealth technology.
• Disrupting Traditional Retail: Changing the way people shop for glasses.
• Promoting Social Responsibility: Encouraging other brands to adopt socially responsible practices.

Warby Parker’s innovative approach to eyewear retail has not only disrupted traditional industry practices but also set new standards in customer experience, social responsibility, and sustainability. Through its unique business model, commitment to social causes, and use of technology, Warby Parker has carved out a unique position in the market. The case study of Warby Parker offers valuable insights into how innovative thinking, customer-centric approaches, and ethical business practices can create a strong brand identity and successful business in today’s competitive retail landscape. It’s an exemplary story for understanding modern entrepreneurship, retail strategies, marketing, and social entrepreneurship.

40.21 Allbirds: A Case Study in Sustainable Footwear Innovation

• Background: Allbirds, founded in 2016 by Tim Brown and Joey Zwillinger, aimed to create comfortable and sustainable footwear.
• Mission: “To tread lighter on the planet while making better things people love to wear.”
• Sustainable Materials: Allbirds uses renewable materials like merino wool and eucalyptus fiber.
• Comfort and Design: Combining sustainable materials with comfortable and aesthetically appealing design.
• Direct-to-Consumer: Selling directly to customers to reduce costs and improve accessibility.
• Ethical Sourcing: Ensuring the ethical treatment of animals and workers in the supply chain.
• Storytelling: Emphasizing the brand’s commitment to sustainability and innovative materials.
• Word-of-Mouth: Leveraging satisfied customers as brand advocates.
• International Presence: Expanding into international markets while staying true to the brand’s values.
• Localized Initiatives: Tailoring products and marketing to suit local preferences.
• Market Competitors: Competing with established footwear brands and other sustainable startups.
• Scale and Sustainability: Balancing growth with maintaining eco-friendly practices.
• Carbon Footprint: Measuring and reducing the brand’s carbon footprint.
• Circular Economy: Exploring ways to make footwear more recyclable and sustainable.
• Transparency: Sharing information about the supply chain and material sources.
• Community Engagement: Partnering with organizations for social and environmental causes.
• Research and Development: Continuing to innovate with new materials and product lines.
• Market Expansion: Exploring new markets and consumer segments.
• Changing Consumer Behavior: Influencing the way consumers think about sustainable products.
• Inspiring Competitors: Encouraging other brands to prioritize sustainability.

Allbirds’ unique approach to footwear production, blending innovation, comfort, and sustainability, has positioned it as a leader in the sustainable fashion movement. The Allbirds case study provides a valuable window into the world of sustainable business, marketing, and product innovation. By exploring Allbirds’ strategies and challenges, students can gain insights into how a commitment to ethical practices, environmental consciousness, and customer satisfaction can drive success in today’s competitive market. The case offers lessons for those interested in entrepreneurship, sustainable business practices, and ethical consumerism.

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• BMJ Glob Health
• v.7(12); 2022

Strategies used by the soft drink industry to grow and sustain sales: a case-study of The Coca-Cola Company in East Asia

Oliver huse.

1 Global Centre for Preventive Health and Nutrition, Institute for Health Transformation. Faculty of Health, Deakin University, Geelong, Victoria, Australia

Erica Reeve

Phillip baker.

2 Institute for Physical Activity and Nutrition, Deakin University, Melbourne, Victoria, Australia

Benjamin Wood

Kathryn backholer, associated data.

bmjgh-2022-010386supp001.pdf

bmjgh-2022-010386supp002.pdf

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bmjgh-2022-010386supp004.pdf

Data sharing not applicable as no data sets generated and/or analysed for this study.

The market and non-market activities of the food and beverage industry contribute to unhealthy and unsustainable dietary patterns, increasingly in low-income and middle-income countries (LMICs). We aimed to describe how The Coca-Cola Company (TCCC), as the world market leader in the sugar-sweetened beverage sector, operationalises their activities in LMICs in East Asia, among the world’s most highly populated yet under-researched countries, to illustrate the ways in which these activities may negatively influence health outcomes.

We adopted a theoretically-guided qualitative research design and documentary analysis method. Data sources included: industry documents and web pages, marketing case studies obtained from the World Advertising Research Centre, media reports, global trade summaries and websites of industry associations. To guide data analysis, we synthesised a conceptual framework from existing commercial determinants of health literature, to describe ways in which the market and non-market activities of TCCC influence health.

TCCC leverages subsidiary companies and investments in international networks to expand its supply chains. The company engages in frequent political activities to minimise the implementation of nutrition policies that may impact profits. The company markets products, particularly on digital and mobile devices, often targeting children, adolescents and mothers, and undertakes public relations activities related to human rights, environmental sustainability and community and economic supports, and these public relations activities are often integrated into marketing campaigns. The identified activities of TCCC are frequently in direct contrast to efforts to improve the healthfulness of population diets in East Asia LMICs.

Conclusions

A public health analysis of the market and non-market activities of corporations active in unhealthy commodity industries needs to be broad in scope to cover the diverse set of strategies used to increase their market power and influence. Governments should consider a suite of policy options to attenuate these commercial determinants of unhealthy diets.

WHAT IS ALREADY KNOWN ON THIS TOPIC

• A key driver of the growing burden of unhealthy diets and related non-communicable diseases in low-income and middle-income countries is the growing reach, power and influence of the transnational ultra-processed food and beverage industry.

WHAT THIS STUDY ADDS

• The Coca-Cola Company, as a case study for the actions of other ultra-processed beverage corporations, has identified low-income and middle-income countries in East Asia as a key growth market.
• The Coca-Cola Company engages in a range of market and non-market activities to drive the sale of its products, including expansive supply chains, corporate political activities, broad and influential marketing campaigns and public relations activities.
• The Coca-Cola Company’s market and non-market activities in East Asian low-income and middle-income countries present a risk to health and may undermine health promotion efforts.

HOW THIS STUDY MIGHT AFFECT RESEARCH, PRACTICE OR POLICY

• Governments should consider a suite of policy options to address the growing influence of transnational ultra-processed food and beverage corporations to improve population diets and health.

Ultra-processed foods and beverages (from hereon ultra-processed foods (UPFs)) are becoming increasingly prominent in human diets worldwide, with major implications for human and planetary health. 1 2 Diets high in UPFs, which are typically high in fat, salt and sugar, are associated with multiple adverse health outcomes, including overweight and obesity, cardiovascular disease; cancer, type 2 diabetes, depression and all-cause mortality. 3–5 Of the UPFs, sugar-sweetened beverages in particular are linked with rising incidence and prevalence of overweight and obesity, and type 2 diabetes. 6–8

Countries in East Asia are experiencing an increased burden of diet-related non-communicable diseases (NCDs), including type two diabetes, 9–13 liver disease, 10 14 cardiovascular disease 10–13 15 and others. 10 12 13 This coincides with an increase in obesity prevalence and a nutrition transition: a shift in diets away from traditional foods and beverages, towards a greater consumption of animal products, caloric sweeteners, refined carbohydrates, vegetable oils and UPFs. 16–20 Such changes in dietary patterns are accompanied by shifts in food systems, including a shift from home-production and local wet markets to supermarkets and modern convenience stores acting as the primary food retail outlets, 11 21 new food transport, storage and processing technologies emerging 22 23 and increased domestic production of UPFs. 24 25 These dietary shifts also have serious implications for sustainable development. 10 14 15 26 27 Increased consumption of UPFs has been associated with increased greenhouse gas emissions and pollution. 28–30 As such, any actions to drive a healthy nutrition transition can support a sustainable food systems agenda. 29 30

A key driver of the nutrition transition and the growing burden of NCDs in Asia and other low-income and middle-income countries (LMICs) is the growing reach, power and influence of the transnational UPF industry. 31–33 As this industry has grown worldwide, this has had direct consequences on population diets, 31 34 overweight and obesity 35 36 and NCDs. 33 37 The UPF industry includes all companies involved in the production and sale of UPFs globally. This includes transnational corporations that manufacture, market and sell these products, the domestic companies that emulate them, the trade, market and political associations that represent them and suppliers of production input commodities, such as the palm oil and sugar industries. 1 Hereafter, we refer to the UPF industry as transnational and domestic corporations involved in the production, marketing and distribution of UPFs. The goal of UPF corporations is to grow profits and generate shareholder returns through a range of activities. 38

A growing body of literature supports the notion that the activities of unhealthy corporations and industries, including the UPF industry, can influence population health. 31–33 In 2016, Kickbusch et al 39 described the four activities through which corporations commonly exert their influence on health; supply chains, lobbying (corporate political activities), marketing and public relations (PR). They labelled these corporate activities the ‘commercial determinants of health’, or the ‘strategies and approaches used by the private sector to promote products and choices that are detrimental to health’. 39 UPF corporations, among others, have worked, and continue to work, to expand into new markets and promote consumption of their products, and undermine political efforts aimed at curbing consumption of their products. 31–33 39–42 The UPF industry is pursuing new growth opportunities in markets of LMICs, attracted by large, young and urbanising populations with rising incomes, and as markets in high-income countries have stagnated, or even declined. 1 31 43–45 This industry engages in a range of market and non-market strategies to drive expansion and product sales.

Market strategies can be defined as patterns of corporate activities in the market environment that are undertaken with the aim of improving corporate performance. 38 46 In this case, improving corporate performance refers to maximising profits and shareholder returns. 38 Previous research has described the ways in which marketing is used by UPF corporations to increase the desirability of their products and therefore, market share and consumption, 47–51 though more recent research has highlighted other market-based corporate activities, including those relating to supply chains. 38

Non-market strategies are the corporate activities designed to improve corporate performance by influencing the political, institutional and broader sociopolitical structures that shape market environments. 38 46 A key example of the non-market activities of UPF corporations is the corporate political activities that minimise political barriers to sales and profits, and substantive research has described the underlying global and institutional drivers that support corporate political activities. 52–57 Beyond corporate political activities, the non-market activities of UPF corporations also include the PR activities aimed at shifting policymakers’ and public perceptions. 58 59 Though we distinguish between the market and non-market activities of UPF corporations, many corporate activities have both market and non-market dimensions. 38 46 For example, corporate PR activities can build brand loyalty, 39–41 a market-based activity, but also influence policy makers and public perceptions, 52 a non-market activity.

Previous studies have examined the various market and non-market activities of the UPF industry, but these often describe single activities, such as political lobbying or digital marketing, with limited integration of the ways in which corporations leverage both market and non-market activities to influence population diets and health. 18 25 45 60–67 East Asia is one region where corporate activities have been under-researched. The aim of this study is to describe the range of market and non-market activities used by The Coca-Cola Company (TCCC) in East Asia LMICs, and the likely impact of these activities on food systems, population diets and subsequently public health. 68 TCCC was selected as a case study for the actions of the broader ultra-processed beverage (UPB) industry as it is the largest UPB corporation in LMICs in the East Asia region. 69 To help realise this aim, this study was guided by a conceptual framework, derived from existing frameworks, which identifies specific market and non-market activities of corporations, as they relate to population health.

We used a theoretically-guided qualitative research design, 70 and a documentary analysis method to systematically identify and synthesise how TCCC operationalises corporate activities to grow, sustain and protect its markets within East Asian LMICs. To guide data analysis, we synthesised a conceptual framework from existing commercial determinants of health literature, to describe ways in which the market and non-market activities of TCCC influence health. 38 39 52 58 59 71 72 A systematic document synthesis 70 was undertaken, searching industry documents, marketing case studies, media reports, global trade summaries and websites of country and region-specific food and beverage industry associations. TCCC’s corporate activities were extracted from the documentary data sources and deductively coded according to the conceptual framework.

For this study, we focused on LMICs in East Asia. We refer to East Asia as countries that fall under the traditional definitions of both the South-East Asia and East Asia regions. 73 LMICs are defined by World Bank lending classifications as countries with a Gross National Income between US$1046 and US$4095 per capita. 73 The countries included in this study were; Cambodia, Indonesia, Lao People’s Democratic Republic, Mongolia, Myanmar, Papua New Guinea (PNG), Philippines, Timor-Leste and Viet Nam.

We focused on the largest UPB corporation in LMICs in the East Asia region as a case study for the actions of other large transnational UPB corporations. This corporation is TCCC 68 and related subsidiaries and bottling corporations as it is consistently in the top three largest corporations, in terms of UPB market share, for all included countries for which data was available. 69 TCCC is most known for its synonymous beverage product, but through development and purchasing of new brands, it now manufactures and distributes a range of soft drinks, energy drinks, sports drinks, bottled waters and other beverage products. 68 TCCC products are produced through ‘bottlers’ or bottling operations which produce and package TCCC products. TCCC does not directly own most of the companies that bottle its products around the world.

Instead, TCCC relies on equity stakes and franchising agreements to exert influence over the corporate governance of many of its key bottlers. 74 Through equity stakes, TCCC maintains a degree of ownership over bottlers and has a say in decision-making processes. Through franchising agreements TCCC does maintain ownership over bottlers but can set out the terms by which TCCC beverages are produced and distributed. Importantly, this ownership structure means that TCCC does not have to take full responsibility for bottling operations and associated financial risks. 75

Conceptual framework

Kickbusch et al 39 identify the four activities through which corporations exert their influence on health as supply chains, lobbying (corporate political activities), marketing and PR. The ‘Kickbusch commercial determinants of health framework’ 39 has been critiqued for excluding corporate power, market structure and consumer agency. 40 76 77 Recognising these limitations, we added to these constructs from other conceptual frameworks to further explore supply chain, marketing, corporate political activities and PR activities, to provide more depth to the collection and analysis of data ( table 1 ).

Guiding analytical framework

PR, public relations.

Supply chains include the means by which food is produced, processed, stored, transported and distributed to and through their final place of sale and/or consumption. 78 Through their expanding supply chains, the UPF industry distributes their products to widening populations of consumers. 39–41 Our analysis in the area of ‘supply chains’ was informed by a framework that describes the multiple ways in which corporations seek to control food and beverage supply chains. 38 However, as we were interested in TCCC’s influence over downstream processes and distribution, we chose to condense this framework and contextual ‘supply chain’ activities as (1) activities to expand and control bottlers and other manufacturers and (2) activities to expand and control distribution networks and retailers. These have been described as two key aspects of supply chain control as it relates to the soft drink market. 38

We defined ‘corporate political activities’ as corporate attempts to influence government food and nutrition policy in ways favourable to the corporation. The UPF industry lobbies to slow down or avoid government regulations, such as taxes and marketing restrictions, that may ultimately have a negative impact on the sales of their products. 34 39–41 52 79 The scope of our analysis of ‘corporate political activities’ was informed by a Corporate Political Activity framework which has previously been suggested for use in monitoring food and beverage industry corporate activity. 52 This framework defines corporate political activities as relating to information and messaging, financial incentives, constituency building, legal strategies and policy substitution.

Through marketing, the UPF industry aims to increase the desirability of their products and therefore market share and consumption. 47–51 The scope of ‘marketing’ was refined to focus on marketing ‘campaigns’; organised activities designed to promote and sell a specific product or brand. Analysis of these campaigns was informed by frameworks that have identified several key components of food and beverage marketing strategies, including the target audience, the marketing technique (such as celebrity endorsements, sports sponsorship or cultural associations or alignment), the marketing media and marketing outcomes. 71 72

Our analysis in the area of ‘PR’ focused largely on examination of corporate social responsibility (CSR) initiatives conducted by TCCC. Corporations ostensibly conduct CSR activities to support consumers, employees, the community, the environment, the economy and/or human rights. 58 59 However, taking a critical stance, we included CSR activities under the category of PR, in recognition that, in many cases, the primary purpose of CSR activities is to favourably promote the reputation of a company, and, in the case of companies in unhealthy industries, may serve to distract from the negative health effects of their products. 39–41 We conceptualised TCCC’s PR activities by drawing on a PR framework that has been previously used to describe the food and beverage industry’s PR activities relating to consumers, employees, the community, the environment, the economy and human rights. 58 59

Literature search

Data sources.

Relevant data sources were identified based on prior studies examining corporate activities of the alcohol, food and beverage and the tobacco industries. 37 80–83 We limited the search to publicly available documents published since 2000 to reflect contemporary commercial activities. Data sources included: industry documents (TCCC annual and quarterly reports, transcripts from shareholder meetings and TCCC internal communications) obtained from TCCC’s company website and the Food Industry Documents Library, 84 marketing case studies obtained from the World Advertising Research Centre (WARC), 85 media reports obtained from Factiva, 86 global trade summaries obtained from the World Trade Organization (WTO) 87 and websites of country and region-specific food and beverage industry associations of which TCCC is a member. 88–92 The WARC database includes select, commonly award-winning, marketing case-studies. 85 These case-studies describe marketing techniques, target markets, campaign return on investment.

While food and beverage industry associations exist and operate globally, we chose to focus this search on country and region-specific groups. These were identified through an existing list of global food and beverage associations, 93 which was refined by country/region and by groups which included TCCC as a member. Included country-specific food and beverage industry associations were Gabungan Produsen Makanan Minuman Indonesia (GAPMMI), the Indonesia-based Association of Indonesian Food and Beverage Entrepreneurs 92 ; the American Chamber of Commerce in Viet Nam, 89 and the Philippines Chamber of Food Manufacturers. 90 Included regional food and beverage industry associations were the ASEAN Food and Beverage Alliance 88 and Food Industry Asia. 91 The websites of these industry associations were searched for reports of activities aligning with the chosen corporate political activity framework. 52

Included databases (the Food Industry Documents Library, 84 WARC 85 and Factiva 86 ) were searched using the keywords ‘Coca-Cola’ and ‘Coke’, combined with the names of all included countries. To narrow the scope of the articles returned from Factiva, only the first 300 most relevant articles, as sorted by Factiva, were searched for each country.

Data analysis

TCCC’s corporate activities 39 were extracted from the documentary data sources and deductively coded according to the framework presented in table 1 , facilitated by the qualitative data management software NVivo V.11. 94 Industry activities that did not align with the framework were inductively coded. Data was narratively synthesised to describe in detail TCCC’s actions to influence markets in East Asian LMICs, against each of the three main corporate activities. To verify the coding framework and results, a second author coded some of the identified documents (n=11).

Retrieved documents included company annual and quarterly reports and meeting transcripts from TCCC’s company website and the Food Industry Documents Library 84 (n=216), company emails and internal communications (n=54), marketing case studies from WARC 85 (n=67), media reports from Factiva 86 (n=260), global trade summaries (from the WTO 87 ) (n=3) and websites of country and region-specific food and beverage industry associations 88–92 (n=5) ( figure 1 ).

Data sources and corresponding inputs into conceptual framework. TCCC, The Coca-Cola Company.

Table 2 summarises TCCC’s corporate activities in East Asian LMICs.

Summary of TCCC corporate activities in East Asian LMICs

LMICs, low-income and middle-income countries; PR, public relations; TCCC, The Coca-Cola Company.

Supply chain activities

Through expanding their supply chains, TCCC increases distribution networks and allows their products to be sold to a greater range of consumers. 25 39–41 More than this, foreign direct investment by firms such as TCCC reduces costs and allows for distribution efficiencies. 25

A total of 33 unique supply chain activities conducted by TCCC in East Asia LMICs since 2000 were identified ( online supplemental appendix 1 ).

Supplementary data

Activities to expand and control bottlers and manufacturers.

At the core of TCCC’s supply chain control in East Asia is the ownership of controlling interests in local subsidiary bottling operations and franchising agreements with other bottlers. In East Asian LMICs, TCCC has maintained equity stakes in bottling operations, preferring to establish operations in emerging markets prior to relinquishing risk to franchisees. 74 This is the case in Cambodia, Myanmar, the Philippines and Viet Nam. For example, in 2007, TCCC reported on finalising the purchase of the remaining 65% ownership stake in Coca-Cola Bottlers Philippines from San Miguel Corporation 95 :

In December 2006, the Company entered into a purchase agreement with San Miguel Corporation and two of its subsidiaries (collectively, “SMC”) to acquire all of the shares of capital stock of Coca-Cola Bottlers Philippines, Inc. (“CCBPI”). TCCC 2006 Fourth Quarter Report

Ownership of subsidiary corporations provides TCCC with widespread reach across East Asian LMICs. For example, TCCC reported on ownership of shares in subsidiary bottler, Coca-Cola Amatil. Coca-Cola Amatil’s supply chains reached 86% of the population of PNG and 98% of the population of Indonesia and in 2005 approximately 51% of Coca-Cola Amatil’s sales volume was TCCC Trademark Beverages. 96 Just as TCCC purchases subsidiary bottlers, it frequently sells bottling operations to subsidiary companies. TCCC reports that through the sale of bottling operations, TCCC can reduce its operational costs and make the most of financial incentives. For example, TCCC reported selling bottling operations in Viet Nam and Cambodia to Coca-Cola Sabco, a subsidiary company, in 2004, with Coca-Cola Sabco assuming certain debts as well. 97 In 2012, TCCC repurchased these operations from Coca-Cola Sabco. 98

While TCCC still maintains equity stakes in many bottlers in East Asian LMICs, in some markets the firm has allowed franchisees to acquire strategic ownership over markets. In these cases, including Indonesia and PNG, TCCC corporation sells concentrates and syrups to franchisees, and also receives a share of profits from beverage sales through licensing. 74 Specifically, in 2021 TCCC sold its share in Coca-Cola Amatil’s operations to its European partners. 99 As Coca-Cola Amatil was TCCC’s primary bottler in both Indonesia and PNG, this sale represents TCCC transferring primary ownership and day-to-day control to a franchisee, though TCCC maintains substantive control through franchise agreements. 74

TCCC also engages in foreign direct investment to integrate non-TCCC corporations into TCCC supply chains. For example, TCCC reports on its acquisition of Cosmos Bottling Corporation in the Philippines. 100 Such purchases result in increased sales and revenue. TCCC annual reports state that the company’s acquisition of Cosmos Bottling Corporation brought the corporation’s 500-million-unit case sales volume to TCCC.

TCCC continually engages in foreign direct investment to advance new and existing production facilities. For example, TCCC reports on its opening of two new production lines at one of its bottling facilities in Indonesia in 2015 101 :

In April this year, Coca-Cola Amatil Indonesia, part of US beverage manufacturer the Coca-Cola Company, added two new production lines at its Cikedokan plant in Bekasi, West Java. Coca-Cola News Digest, 22 June 2015

Likewise, TCCC also reports on its opening of a new bottling plant in Myanmar as a part of a US$200 million investment in 2013. 102 TCCC implies that this investment was facilitated by the opening of Myanmar to international corporations:

We opened a new bottling plant in Myanmar as part of our planned US$200 million investment in the country over the next 5 years. Coca-Cola is now being produced locally in Myanmar for the first time in more than 60 years. TCCC 2013 Annual Report

Activities to expand and control downstream processes

TCCC corporation invests significant funds in ensuring control over the necessary downstream actors and processes to maximise the firm’s ability to distribute and sell its products. For example, TCCC recounted its investment of US$500 million in its Indonesia operations in 2014. 103 The corporation noted that, among other things, these funds were earmarked for increasing warehouse capacities and adding TCCC-branded ‘coolers’ at retail outlets:

In November 2014, Coca-Cola Amatil Limited (“Coca-Cola Amatil”), an equity method investee, and the Company announced they had reached an agreement under which the Company would invest US$500 million for a 29% interest in PT Coca-Cola Bottling Indonesia, a subsidiary of Coca-Cola Amatil… The investment was earmarked to boost capital expenditure in Indonesia, lifting production capacity, expanding warehouses and adding coolers at retail outlets. TCCC 2014 Fourth Quarter Report

Likewise, TCCC reported on the role that their food retail and distribution activities have contributed to sales growth in the region, including in the Philippines where sales volume growth was attributed to expansion in retail outlets: 104

In the Philippines, through the replacement of more than 10 000 coolers and a 23-point increase in order fulfillment rates, we achieved double-digit volume growth for the year, along with our highest availability coverage and market share in 7 years. TCCC 2019 Fourth Quarter Report

TCCC control over downstream actors is not limited to financial investments. TCCC also described the benefits of partnership to their supply chains. For example, its partnership with the Philippines Department of Trade and Industry provided financing to sari-sari (convenience) stores, which are the primary distribution channel for TCCC’s products. 105 Likewise, TCCC’s partnership with Indonesian company, KarGo KarGo (a digitised highly complex business-to-business trucking logistics company) enabled improvements to distribution networks. 106

Corporate political activities

In addition, the UPF industry lobbies to slow down or avoid government regulations, such as taxes and marketing restrictions, that may ultimately have a negative impact on the sales of their products. 34 39–41 52 79 Common corporate political activities include use of information and messaging to frame corporate arguments, constituency building to amplify pro-industry voices, legal opposition or threat of legal opposition to policies, policy substitution or proposing alternative policies that are favourable to industry, and offering financial incentives to policymakers.

Within the array of documents searched for this study, we found little reporting by TCCC on the firm’s corporate political activities. However, we found multiple examples of corporate political activities by industry associations representing TCCC and other corporations. A total of 21 examples of corporate political activities conducted by TCCC and industry associations in East Asia LMICs since 2000 were identified ( online supplemental appendix 2 ).

Constituency building

Analysis of industry associations’ websites reveals the associations occurring between industry actors when it comes to corporate political activities. Both competing and non-competing firms have aligned under the banner of such industry associations, and this allows multiple different firms to align their opposition to policy and ensure that consistent arguments are brought to policymakers. For example, members of such industry associations would commonly adopt the same guidelines relating to product labelling. Likewise, TCCC would often adopt similar messaging to such industry associations when arguing against a range of different food and nutrition policies. The highly concentrated nature of markets in East Asian LMICs, dominated by fewer large corporations, likely facilitates coordination.

TCCC and representing industry associations also act to form alliances with government members. For example, the Philippines Chamber of Food Manufacturers’ website reports on an upwards of 30 meetings with government agencies between 2014 and 2021, and these agencies included the Food and Drugs Administration of the Philippines, the Food and Nutrition Research Institute and the National Nutrition Council. 107 Likewise, TCCC reports on its engagement with the Philippines president in response to the corporation’s ‘5by20’ PR exercises, with TCCC using such CSR initiatives as an opportunity to engage with government actors. 108

TCCC also endeavours to recruit research actors to its side. TCCC reported instances where it had sent representatives to attend academic conferences in East Asian LMICs. Further to this, we also found evidence of instances where TCCC had directly contacted researchers in the region. 109 TCCC also engaged with the international sustainability consultancy firm Sancroft to commission policy briefs, describing the status of policy barriers in many East Asian LMICs. 110 Such research support was reported to allow TCCC to capitalise on political opportunities to increase profits.

Information and messaging

We found multiple examples whereby TCCC and representing industry associations used framing and messaging techniques to oppose food and nutrition policy. For example, the Philippines Chamber of Food Manufacturers operationalised media platforms to voice their opposition to a tax on sugar-sweetened beverages. The Chamber ‘strongly supported the exclusion of milk products’ from the tax, as they argued this would harm low-income consumers. 111 TCCC itself took a similar stance when responding to a similar policy in Indonesia, arguing that such policies would damage the beverage industry. 112

The tax “could be crippling for an industry that’s just getting started,” said Martin Gil, head of PT Coca-Cola Indonesia, Coca-Cola Co.’s subsidiary there, adding that the decision could be the beginning of a “slippery slope where anything that contains sugar” could be taxed. Indonesian Sugar-Tax Talk Chills Drinks Industry, The Wall Street Journal, 2015

Likewise, the American Chamber of Commerce in Viet Nam relied heavily on evidence supporting their opposition to a proposed tax on carbonated beverages. In a 2013 letter to the Director General of the Tax Policy Department, Ministry of Finance Viet Nam, the Chamber drew on evidence favouring their argument that ‘carbonation may actually be beneficial in combating obesity’, by decreasing feelings of hunger, while making no statements regarding the calorie contents of these beverages. 113 The Chamber also referred to countries where similar taxation policies have been repealed.

Similarly, TCCC also takes the stance that increasing physical activity, rather than improving population diets, is key for reducing overweight and obesity. For example, TCCC is a proponent of supporting physical activity initiatives, such as the Coca-Cola Cup in the Philippines, arguing that such initiatives are indicative of the corporation’s support for healthier lifestyles. 114

[The Coca-Cola Cup] is an affirmation of our firm commitment as a Company to promote active, healthy lifestyles and support physical activity programs that inspire our youth to be healthier and happier. Coca-Cola News Digest, 25 November 2015

TCCC and representing industry associations also relied on messaging highlighting that education, rather than structural policies such as taxation, front-of-pack labelling and marketing restrictions, are required to address overweight and obesity. In a 2021 House of Representatives meeting, GAPMMI took the stance that ‘the most important thing [for addressing overweight and obesity] is education about healthy living’ rather than an ‘excise tax [on sugar-sweetened beverages] that drives up selling prices’. 115

Legal strategies

The searched documents did not report on many examples wherein TCCC and representing industry associations had relied on legal opposition to food and nutrition policies. However, there was some evidence of threats of legal action being used to oppose policy. Such threats commonly drew on a country’s WTO obligations. For example, the Philippines Chamber of Food Manufacturers made the claim that a proposed two-tier sugar-sweetened beverage tax (which charged a higher rate for imported beverages) was ‘illegal’. 116 Likewise, the American Chamber of Commerce in Viet Nam made similar claims in response to a proposed carbonated beverages tax, arguing that that policy was ‘designed to favor local branded beverages at the expense of foreign branded beverages’, and that ‘such a tax would be a clear violation of Viet Nam’s WTO commitments and would send a message that Viet Nam has raised illegal barriers to foreign direct investment’. 113 Sourced documents also described trade disputes arguing against trade policy barriers preventing Coca-Cola imports into PNG. 117

Policy substitution

We identified several examples whereby TCCC and representing industry associations promoted alternative policies in East Asian LMICs. In some cases, we identified that this took the form of promotion of industry-led policy approaches, such as GAPMMI’s amendment and promotion of the ‘Indonesia Advertising Ethics’. 118 More broadly, Food Industry Asia released ‘Industry Guideline and Toolkit: Voluntary Front-of-Pack Nutrition Labelling for the Food & Beverage Industry in Asia’, which takes the stance that food and nutrition labelling should be both voluntary and developed by industry. 119

TCCC and representing industry associations also act to make alternative actions to recommended and best-practice policy approaches seem effective. We observed the promotion of existing, industry-led actions as examples by which TCCC proports that government-led approaches are unnecessary. For example, in their 2014 progress report, 120 the International Food & Beverage Alliance reported on the multitude of ‘health-promoting’ changes made by TCCC, notably in the Philippines, to ensure that globally recommended public health policies could be framed as unnecessary. Such ‘health-promoting’ initiatives included product reformulation to reduce calorie and sugar content, launching of low-calorie product lines and smaller portion sizes and launching voluntary and industry-led labelling guidelines.

Financial incentives

The searched documents did not report on any use of financial incentives by TCCC or representing industry associations to influence food and nutrition policy.

Marketing activities

To maximise the power and reach of its marketing campaigns, TCCC uses a variety of media, targets a range of settings and segments of the population and uses a range of different promotional techniques. 71 72 Understanding the marketing approach of TCCC is important, as the firm identifies marketing as necessary for increasing consumption and sales growth in East Asia LMICs 121 :

Early results from our turnaround in the Philippines are positive and are due in part to increased marketing investments and consumer marketing programs. TCCC 2007 Annual Report

A total of 42 unique marketing campaigns, conducted by TCCC in East Asia LMICs, were identified ( online supplemental appendix 3 ). The majority (n=28) of these were in the Philippines and Viet Nam. This aligns with the sentiments expressed by TCCC in their 2010 annual report, where the corporation identifies the Philippines and Viet Nam as two key markets for current and future growth 122 :

The strong brand Coca-Cola growth came from a diversity of global markets, including double-digit growth in India, Viet Nam, the Philippines… TCCC 2010 First Quarter Report

Target markets

Across the region, over half (n=25) of all campaigns identified were specifically stated as targeting teens and/or young adults. TCCC reports that younger consumers are not only the current driver of the success of the company, but also the key to future sales 123 :

Youth (12–29 years old) comprise 60% of non-alcoholic beverage drinkers in the Philippines. This is the segment where most of Coca-Cola’s unstable consumption frequency is coming from, in favour of lower-priced competition. Winning them secures not just the current performance of the business, but also its future success. Marketing case study ‘Coke: Happiest thank you’, 2015

TCCC frequently adapted aspects of its marketing campaigns to target subsets of children and young adults. For example, TCCC reports on the #CokeKiss campaign in Viet Nam, which targeted young, on-the-go adults who might require a ‘sugar hit’ in response to energy slumps brought on by their busy lives. 124

TCCC also often targeted their marketing to primary food shoppers (most often mothers). For example, TCCC identifies the Thadingyut Festival in Myanmar, which is associated with large meals and provision of gifts, as a market penetration opportunity to reach mothers. 125 As part of this festival TCCC provided mothers in Myanmar with gift packs, which were marketed as the perfect gift to give at this cultural reconnecting of families. Gift packs were promoted across television, print channels and on social media. This campaign saw significant increases in TCCC beverages sales, and in particular sales for ‘at-home’ consumption. In relation to this campaign, TCCC states that:

Mums are at the heart of life in Myanmar. They make all shopping and purchase decisions and have a strong influence on the family life, even more than in other APAC countries. They are tasked with buying the perfect gifts and preparing the best feast. Marketing case study ‘Coca-Cola: Thadingyut Festival Myanmar’, 2017

TCCC also reports that promoting its products to be consumed with food resulted in significant returns on investment. For example, TCCC described how its ‘Goes well with Food’ campaign, centred around by 52 weeks of non-TV advertising to promote consumption of TCCC beverages with food, resulted in growth in beverage sales, overall brand growth and significant social media engagement 126 :

As a result of the campaign, Coca-Cola increased the number of drinks sold per week by 17%, contributing to brand growth of 11%, and the campaign garnered high engagement among users, with YouTube and Facebook view-through rates that were, respectively, 30% and 60% higher than the norm. Marketing case study ‘Coca-Cola: 52-week non-TV engagement to build ‘Coca-Cola with food’ habit’, 2020

TCCC also markets through diversifying product lines to both attract a greater range of consumers and protect against barriers to, or reductions in, sales of other product lines. For example, in Viet Nam, TCCC company launched Fuzetea+ to target health-conscious consumers and to enter a rapidly growing market. 127 Also in Viet Nam was the launch of Coke Plus Coffee, combining Coca-Cola with coffee to tap into regional purchasing trends. 128

Marketing media

TCCC marketing case studies also describe how, as the access to online platforms and media has grown and expanded worldwide, TCCC has made digital marketing a key component of its expansion to East Asian LMICs. TCCC reports that mobile phone ownership in these LMICs is often greater than television ownership, and as such TCCC is relying less on out-of-home and television advertising and more on digital advertising as its primary marketing medium. Indeed, 23 of the 41 marketing campaigns identified used either mobile or social media and online advertising as their primary means of marketing. For example 129 :

In Indonesia, major brands such as Coca-Cola… are increasingly turning away from TV and looking to Facebook first when planning campaigns. Marketing case study ‘Brands turn to Facebook in Indonesia’, 2015

A specific example of digital marketing campaigns run by TCCC in the region is the ‘President for Happiness’ campaign in the Philippines. The ‘President for Happiness’ was a Filipino citizen who ‘inspired joy and let it spread, amongst Filipinos online’ by broadcasting positive messages over social media in front of a backdrop full of TCCC product placement and advertising. 130 This campaign reportedly resulted in ‘brand love’ increasing by 12.2%, and a 7.6% growth in TCCC sales.

TCCC also implies that, as mobile phones have become more prevalent in East Asian LMICs, the beverage conglomerate has adopted this technology as a platform for marketing. TCCC reports that mobile phone ownership in Cambodia is over 95%, providing an avenue for marketing when other media might be less accessible. TCCC deployed time-targeted virtual calls, where young celebrities would encourage consumers to drink a TCCC product. The call was accepted by 71% of the targeted individuals, and 11% of targeted individuals followed-up by visiting the product webpage. 131

Unwilling to accept limitations of an emerging market, Coca Cola was keen to test the mobile waters in Cambodia. So we created Cambodia’s first mobile campaign to help Coke meet its branding and marketing goals. Marketing case study ‘Coca-Cola: Coke Break’, 2017

Marketing techniques

TCCC marketing case studies describe the varied range of marketing techniques used by TCCC across East Asian LMICs. Many of these are tailored to specific cultural contexts. For example, TCCC identifies the Philippines as an emotive country where ‘happiness’ is a valued concept. As a result, all identified marketing campaigns that relied on emotional levers were conducted in the Philippines. For example, TCCC describes how the ‘Happiest Thank You’ campaign in the Philippines capitalised on feelings of gratefulness to encourage individuals to ‘thank’ their friends and colleagues by gifting personalised cans. 132 With a budget of less than US$500 000, the campaign increased the number of weekly consumers of TCCC products by 1.5%-points.

As the most emotional people in the world, we knew we needed to bring out a powerful emotional truth that makes saying ‘thank you’ through a personalized Coca-Cola bottle mean so much more. Marketing case study ‘Coca-Cola: Happiest thank you’, 2015

TCCC also identifies cultural and religious events as opportunities to promote its products. For example, in Indonesia, TCCC frequently reports on its use of Ramadan to market its beverages to the Muslim population. 133 TCCC reports that its Ramadan-associated campaigns have resulted in a 2% increase in market share over three annual campaigns.

Sprite needed to boost its sales in Ramadan, where product relevance is decreasing, and alternative drinking products are desired. In fasting season, while other brands in Indonesia used religious imagery to communicate, Sprite wanted to be truthful to what consumers really experience during Ramadan: hunger and thirst. Marketing case study ‘The Coca-Cola Company Indonesia: Sprite Ramadan: A Truth in The Truthful Month’, 2017

TCCC reports on the numerous times that it has marketed through sporting events and through use of sponsorship throughout the region. For example, TCCC reports the launch of campaigns associated with the FIFA World Cup in Myanmar and Viet Nam. TCCC describes its sponsorship of the FIFA World Cup Trophy Tour in Myanmar and Viet Nam, also reporting on its development of custom FIFA World Cup cans in Viet Nam. 134

The World Cup was one of the most important occasions for Coca-Cola to drive brand love among Viet Namese teens and youths. The strategy was to create excitement among the target audience with special cans designed for eight different countries taking part in the World Cup as a way of extending support for ‘your second country’. Marketing case study ‘Coca-Cola: World Cup Food Combos’, 2018

TCCC describes how marketing alongside the FIFA World Cup in Myanmar resulted in over 10 million media impressions and in TCCC becoming the leading food and beverage Facebook page in the country. 135 In Viet Nam, TCCC also reports that TCCC’s World Cup campaign was the highest rated social media campaign.

Public relations activities

TCCC engages in a number of PR activities in East Asia LMICs, ostensibly to support consumers, employees, the community, the environment, the economy and/or human rights. 58 59 A total of 36 unique PR activities were identified from annual reports and other documentary sources ( online supplemental appendix 4 ). The majority of the identified PR activities were conducted or reported since 2015 (n=21), and in the Philippines (n=15), followed by Viet Nam (n=12), noting that some individual PR activities were conducted in multiple countries across the region.

PR activities relating to the community

TCCC’s reporting of its responsibility and commitment to the community in East Asian LMICs broadly centres on programmes to support education and training, and programmes to support small businesses. As an example of the former, TCCC described how it has funded over 100 ‘Little Red Schoolhouses’ (elementary schools, with a picture showing that these are painted in TCCC brand colours of red and white) in the Philippines. 136 TCCC also reports on its programmes to support small businesses in East Asian LMICs. For example, TCCC details its offering of US$3.2 million in low-interest loans to 15 000 Filipino sari-sari (convenience) store owners to assist with their safe reopening in the wake of the COVID-19 pandemic. 137 TCCC identifies these stores as one of the primary retail outlets through which TCCC products are sold.

Coca-Cola Philippines partnered with government agencies and two leading micro-finance institutions to create the Rebuilding Sari-Sari Stores Through Access to Resources and Trade (ReSTART) initiative. The program allocated approximately US$3.2 million in loan packages to some 15 000 micro-retailers so they could reopen safely. Coca-Cola 2020 Annual Report

PR activities relating to the economy

TCCC’s reporting of its responsibility and commitment to the economy of East Asian LMICs is primarily through its descriptions of the jobs created by TCCC’s presence. TCCC claimed in 2009 that its three bottling operations in Viet Nam were responsible for the employment of 1500 individuals directly, but indirectly contributed to more than 15 000 jobs across multiple industries. 138

PR activities relating to human rights

TCCC’s reporting of its responsibility and commitment to human rights in East Asian LMICs includes support for disaster response, provision of drinking water and gender equity activities. For example, TCCC details its allocation of US$3 million and US$300 000 to COVID-19 relief efforts in the Philippines 139 and Viet Nam, 140 respectively, alongside temporarily pausing advertising in both countries. Following these activities, TCCC launched a marketing campaign in Viet Nam to share what they had done with the public.

PR activities relating to the environment

TCCC’s reporting of its responsibility and commitment to the environment in East Asian LMICs covers multiple facets of environmental protection. TCCC annual reports describe TCCC’s contributions to a number of clean-up programmes in the region, including a US$11 million investment in river clean-up programmes across nine countries, including Indonesia and Viet Nam, in 2019. 141 Recycling activities are also reported by the company, including the creation of a US$19 million bottle-to-bottle recycling facility in the Philippines, the first in the region, in 2018 142 :

Coca-Cola Beverages Philippines, the bottling arm of Coca-Cola in the Philippines, announced that it will lead the investment in a US$19 million state-of-the art, food-grade recycling facility that will collect, sort, clean and wash post-consumer recyclable plastic bottles and turn them into new bottles using advanced technology. TCCC 2018 Annual Report

TCCC’s environmental protection activities often integrate with explicit marketing activities. For example, in the Philippines, TCCC ostensibly wanted to promote environmental protection and describes its launch of the ‘Living Billboard’—a TCCC branded billboard which was covered with living plants. 143 The reported aim of this activity was to commence conversations regarding pollution, however, return on investment is described in terms of media exposure:

In response, the company implemented “The Living Plant Billboard”which was a billboard in one of the country’s most polluted thoroughfares covered in thousands of Fukien tea plants. The billboard generated more than US$475 000 worth of free media in 3 months. Marketing case study ‘Coca-Cola: Living plant billboard’, 2012

Not all TCCC’s PR activities have been successful. For example, it was reported in 2015 that TCCC’s launch of an environmentally sustainable water awareness initiative (EKOCENTER) in Viet Nam was tarnished by media reports of the company’s failure to comply with environmental protection laws. 144

TCCC’s market and non-market activities in East Asia LMICs present a risk to health and may undermine health promotion efforts. 38 39 77 145 Market activities conducted by TCCC include (1) supply-chain activities to grow its reach and supply chains, (2) marketing of products and brands, particularly on digital and mobile platforms to children, adolescents and mothers, through campaigns that, in their own estimation, grow market share, improve public perceptions and provide a positive return on investments, and (3) public relations activities related to human rights, environmental sustainability and community and economic supports, as both a marketing tool, and to position the company in a favourable light to the media, shareholders, government and the general public, while ignoring other issues related to TCCC’s corporate activities. TCCC’s non-market activities include association with regional industry associations, who present industry-favouring evidence, threaten legal action and engage with policymakers to amplify industry voices.

TCCC’s corporate activities are closely related to the corporate power that the firm holds. 38 77 145 Corporate power infers on corporations the ability to influence markets, public policy, public perceptions and multiple other facets of society. 38 77 145 There are multiple origins of corporate power, and one way of conceptualising these is as material and ideational sources. 77 Material sources of corporate power include the physical resources owned by a firm, including financial resources and means of production. Here, we have shown that TCCC is growing its material corporate power by purchasing competing businesses and production facilities, partnering with other corporations to boost supply chains, supporting key distribution networks through PR investments and using numerous strategies to protect and increase market share. Ideational sources of corporate power are the social constructs, such as norms, values, ideas and knowledge, that increase a firms influence (eg, public perceptions of, or government influence over, a corporation). 77 Our findings show how TCCC is building its ideational corporate power across LMICs in East Asia by marketing its products, engaging in PR to shift public perceptions and whitewash its reputation, and corporate political activities to minimise barriers to the sale of its products.

TCCC’s corporate power supports the firm’s ability to create wealth for its shareholders and control resources, and this has in turn supported TCCC’s ability to sell its harmful products. 146 In contrast, the proportion of TCCC’s income that is redistributed to the public through income taxes has decreased. This is increasingly the case in LMICs as well. 146 Subsequently, TCCC’s operationalisation of its corporate activities and accompanying increases in corporate power can be said to be directly influencing aspects of the nutrition transition occurring in many LMICs.

Comparisons with literature

Previous research has also described the expansion of UPF supply chains into Asia. Among East Asian LMICs, the removal of restrictions on foreign direct investment in Viet Nam has been associated with increased supply chain investments by multinational beverage corporations, which has in turn led to a quadrupling of beverage sales in this country. 147 Similar activities aimed at expanding supply chains have been observed in other Asian nations. For example, TCCC successfully re-entered China and India after liberalisation of these economies. The introduction of TCCC’s supply chains in these countries was accompanied by reduced soft drink prices (relative to pre-liberalisation market prices) and increased consumption. 45

The corporate political activities conducted by TCCC and other transnational UPF corporations in East Asian LMICs has been relatively under-researched. However, food and beverage industry attempts to influence policy development have been documented in Thailand 53 and India and China (which are not LMICs). 45 In Thailand, industry particularly relied on informational and constituency building tactics as their key political activities, aligning with what we report herein. 53 However, ‘behind the scenes’ activities, such as financial incentives offered to policymakers and opposition destabilisation were not reported in the documents analysed here, and this aligns with what has been reported elsewhere. 53–57 Industry opposition to policies in the Philippines has been described anecdotally. 148 149 It is likely that alternative data sources, such as qualitative interviews, need to be explored to fully understand the extent of UPF and beverage corporate political activities in East Asian LMICs.

We describe how TCCC’s marketing campaigns in East Asian LMICs target children, adolescents and young adults. These findings align with studies in Manila (the Philippines) and Ulaanbaatar (Mongolia) where unhealthy food advertising was shown to be highly prevalent near schools. 150 Similarly, in Indonesia, unhealthy food and beverage advertisements were more prevalent in locations that children commonly frequent compared with areas not frequented by children. 151 Also in Indonesia, children have been found to be frequently exposed to unhealthy food and beverage marketing on television, more so than the higher income countries of China, Malaysia and South Korea. 63 We also report on the increased use of online and digital marketing by TCCC, and the frequent use of digital marketing by the UPF industry in the Philippines has been reported. 152 153

Our study adds to knowledge on the marketing of UPFs in the region by describing the explicit objectives of TCCC’s marketing campaigns to target children, young adults and families. This is despite TCCC’s, and broader the UPF industry’s, pledges to protect children from the harmful impacts of unhealthy food and beverage marketing, such as the Philippine Responsible Advertising to Children Pledge. 154 While many of TCCC’s identified marketing campaigns are not in violation of these pledges, which commonly only apply to children under the age of 12 years, they highlight how explicit TCCC is at targeting the gatekeepers of young children’s diets (mothers), and older children. These findings are concerning because of the demonstrated influence of unhealthy food and beverage marketing over children’s food and beverage preferences for and consumption of unhealthy products, with unhealthy food and beverage marketing shown to increase children’s requests for advertised products and undermine caregivers’ intentions to provide healthier foods and beverages. 47 155–157 Our findings support evidence showing industry-led codes are ineffective at reducing children’s exposure to unhealthy food and beverage marketing. 158–161 Our results reinforce global recommendations from the WHO and other bodies to move away from a ‘child-directed’ approach to marketing restrictions, and towards actions that target all marketing that children are exposed to, or which has the intention of influencing children’s UPF consumption. 157

An interesting insight from this analysis was the use of PR by TCCC. We report on the multiple ways in which TCCC operationalises its PR activities to seemingly support human rights, environmental sustainability and community programmes, while continuing to expand sales of products harmful to human and environmental health. This included launching of ‘Little Red Schoolhouses’, ostensibly to support education, funding of small and local community businesses, clean-up and anti-pollution initiatives and supporting disaster responses. Our results support an earlier study in Viet Nam where it has been described that the UPF industry engages with PR activities related to labour rights, environmental protection and philanthropy. 162 163 PR activities are used by food and beverage corporations for a range of reasons. First, to support supply chain activities by identifying strategic and operational opportunities. 164 165 Second, to drive consumer awareness of the corporation and its products, acting as complimentary marketing activities. 166 Third, to draw attention to activities and regulatory actions that are unlikely to harm profits, such as physical activity and nutrition education initiatives, and to fix reputations that are likely to have been tarnished by the unhealthy products sold by these corporations. 166 167

Nguyen et al found that the UPF industry used PR activities to improve consumer perspectives of these unhealthy corporations. 163 In Indonesia, PR activities by the UPF industry were found to increase corporations’ market capitalisation relative to companies that did not disclose such PR activities. 168 There are inconsistencies in TCCC’s PR activities. TCCC purports to be a creator of jobs and employment in East Asian LMICs. However, research shows that TCCC’s profits and distributions to shareholders have increased significantly over time, with little improvements seen in workers’ incomes or conditions. 146 While TCCC’s funding of Sari-Sari stores in the Philippines in the wake of the COVID-19 pandemic may be marketed as altruistic, these stores represent a key distribution network for TCCC beverages, and it is reasonable to expect that Coke’s support for these stores is likely to result in additional profits. Likewise, TCCC promotes its environmental activities, in this region and elsewhere, as evidence of its social responsibility. However, these activities seem ironic as the company is recognised as one of the largest contributors to plastic pollution globally. 169 TCCC also touts its support of children through the provision of a range of education and support services. Such PR activities seem in stark contrast to TCCC’s marketing activities in the Philippines, which we show explicitly targets children as a key demographic segment of the market. Indeed, TCCC-funded ‘Little Red Schoolhouses’ in the Philippines are often painted red and white (colours of TCCC brand), with branded marketing collateral. 148

Implications

It is imperative that governments in East Asian LMICs look for policy options to reduce the power and influence of UPF corporations. Food policy literature points to a number of strategies that may help governments maintain power. One avenue is to directly limit corporations’ abilities to consolidate corporate power through restrictions on certain corporate activities. For example, unhealthy food and beverage marketing restrictions are likely to decrease consumer demand for unhealthy products, especially in disadvantaged and at risk population groups. 38 We have previously shown that policy responses to unhealthy food and beverage marketing in East Asian LMICs are limited to non-existent. 20 Policies might also seek to enforce better corporate reporting standards for activities related to a broad definition of sustainability. 170 171 This would increase rigour in the way PR activities are reported on and reduce corporate use of sustainability reporting principally as a marketing tool. Governments may also look to competition-based policies, to prevent unfair trading practices by reducing the dominance of larger corporations. 38 172 173 In a similar fashion, both upstream suppliers and downstream distributors can be supported through government policies to better combat the predatory practices of large UPF firms. 38 172

Governments in LMICs may need support to implement policies to reduce the negative influence of corporate market and non-market activities, and in identifying and managing conflicts of interest and corporate influence. 174 Transnational UPF corporations are likely to act to influence or prevent the implementation of any policies that may impact their profits and power. 34 52 79 This highlights the importance of adhering to conflict-of-interest guidelines when developing food and nutrition policies. 175 Policymakers in Asia have previously highlighted the role that research can play in supporting such LMICs to resist corporate influences and ensure that implemented policies are from conflicts of interest. 174

Strengths and limitations

A strength of this research is that it draws on multiple documentary data sources to describe a broad range of TCCC’s activities in East Asian LMICs, ensuring that coverage of TCCC’s activities is likely to be comprehensive. Further, we describe the commercial determinants of unhealthy diets in a region that has previously been understudied, opening the door to future research to drive political will and support policy implementation for addressing corporate influences. Finally, we expand on the Kickbusch commercial determinants of health framework 39 to incorporate additional frameworks relating to supply chains, 78 marketing 71 72 and PR. 58 59 Including these multiple different frameworks allows a more in-depth conceptualisation of each of these corporate activities than might otherwise have been allowed by relying on the more simplistic Kickbusch framework 39 alone.

This research has a number of limitations. First, we chose to focus on a single UPB corporation, TCCC. It is possible that the actions of TCCC do not represent the activities of other UPF corporations in LMICs in the East Asia Pacific region. Further, there is a risk that by focusing on a single corporation we may incorrectly single-out TCCC as the corporation that most prolifically engages in these activities, which was not the intention of this approach, nor do we collect sufficient data to compare corporations in this way. Instead, evidence suggests that UPF corporations conduct similar activities, and it is logical to focus such research on the UPF industry’s most dominant corporation. 148 Second, we refine the scope of this research and include a select range of industry documents in this analysis, and it is possible that some documentary data sources may have been missed and subsequently that not all corporate activities have been captured. In particular, as WARC focuses on select marketing case-studies, the description of marketing activities within LMIC’s in East Asia may not be representative of all countries and campaigns. 85 Future research may wish to be guided by a formalised monitoring framework, such as INFORMAS, 176 while focusing on a single corporate activity. Third, our theoretical framework was only informed by existing literature on supply chains, corporate political activities, marketing and PR. As such, some corporate activities, such as those relating to upstream suppliers, 38 were deemed to be outside the scope of this study. Future research should look to examine other corporate activities, such as more in-depth analysis of interactions with competing, upstream and downstream firms, both for TCCC as well as other UPF corporations. Fourth, many aspects of corporate political activities are conducted informally (including in Asia 53 ) and are unlikely to be detected by the desk-top methods used in this study. Future research could include interview data as an approach to assess corporate political activities, however this was beyond the scope of the current study. 45 Finally, we only captured social media and digital marketing by TCCC to the extent that it was included in the WARC database. As digital marketing by the UPF industry is increasingly prevalent in LMICs, 152 153 future research should explore other monitoring avenues for capturing this increasingly prolific and harmful marketing avenue.

We have described the multiple supply chain, political, marketing and PR activities used by TCCC to drive sales of its products. Our analysis revealed a clear strategy for growth and expansion in East Asian LMICs that presents a risk to health and may undermine health promotion efforts. We have outlined a suite of policy options governments could pursue to address the growing influence of transnational UPF corporations to improve population diets and health.

Handling editor: Seye Abimbola

Twitter: @Oliver_Huse, @erica_reeve, @AColinBell, @gary_sacks, @philbakernz, @BenjaminM_Wood, @KBackholer

Contributors: OH designed the research question, conducted data collection and analysis and drafted and revised the manuscript. He is a guarantor. ER provided feedback on the research question, conducted data analysis and revised the manuscript. CB, GS, PB and BW provided feedback on the research question and revised the manuscript. KB designed the research question and revised the manuscript.

Funding: OH is funded by an Australian Government Research Training Program scholarship for the duration of this study and receives consultancy funds from UNICEF East Asia and Pacific. PB receives funding for related projects from the WHO, the Australian Department of Foreign Affairs and Trade and the Australian Research Council, and conference support from the Australia New Zealand Obesity Society and UNICEF China. CB receives project funding from the National Health and Medical Research Council of Australia (APP1132792 and APP1169322). GS is supported by a NHMRC Emerging Leadership Fellowship (GNT2008535) and a Heart Foundation Future Leader Fellowship (102035) from the National Heart Foundation of Australia. KB is the recipient of a National Heart Foundation Future Leader Fellowship (102047) and receives consultancy funds from UNICEF East Asia and Pacific.

Competing interests: OH, GS and KB are part of a project funded by VicHealth and UNICEF East Asia and Pacific that aimed to develop a research agenda to support improvement in the healthiness of urban retail food environments in the East Asia-Pacific Region. All other authors have no conflicts of interest to declare.

Patient and public involvement: Patients and/or the public were not involved in the design, or conduct, or reporting, or dissemination plans of this research.

Provenance and peer review: Not commissioned; externally peer reviewed.

Supplemental material: This content has been supplied by the author(s). It has not been vetted by BMJ Publishing Group Limited (BMJ) and may not have been peer-reviewed. Any opinions or recommendations discussed are solely those of the author(s) and are not endorsed by BMJ. BMJ disclaims all liability and responsibility arising from any reliance placed on the content. Where the content includes any translated material, BMJ does not warrant the accuracy and reliability of the translations (including but not limited to local regulations, clinical guidelines, terminology, drug names and drug dosages), and is not responsible for any error and/or omissions arising from translation and adaptation or otherwise.

Data availability statement

Ethics statements, patient consent for publication.

Not applicable.

Ethics approval

Ethical approval to conduct this study was obtained from Deakin University’s HEAG-H low-risk ethics committee.

02 Apr 35 TOP MARKETING CASE STUDIES

In the dynamic world of marketing, success often hinges on innovation, creativity, and strategic thinking. While theories and concepts provide a foundation, it’s the real-world applications and success stories that truly inspire and inform marketers around the globe. Marketing case studies offer invaluable insights into the strategies, tactics, and campaigns that have propelled brands to new heights, showcasing the power of creativity, data-driven decision-making, and consumer-centric approaches.

From iconic brand revitalizations to groundbreaking digital campaigns, marketing case studies provide a window into the minds of industry leaders and innovators. These stories not only celebrate achievements but also offer valuable lessons and inspiration for marketers seeking to navigate the ever-evolving landscape of consumer behavior, technology, and competition.

In this comprehensive guide, we delve into 35 top marketing case studies from various industries and sectors. Each case study highlights the exceptional strategies, tactics, and executions that set them apart and contributed to their success. From timeless classics to modern-day triumphs, these case studies offer a roadmap for marketers looking to make their mark and drive results in an increasingly competitive marketplace.

Join us as we explore the stories behind some of the most iconic and influential marketing case studies of all time. From Coca-Cola’s innovative storytelling to Airbnb’s disruptive brand building, these case studies exemplify the ingenuity, adaptability, and creativity that define exceptional marketing in the 21st century.

Get ready to be inspired, informed, and empowered as we uncover the secrets behind the success of these 35 top marketing case studies. Whether you’re a seasoned marketer seeking fresh ideas or a budding enthusiast eager to learn, this journey promises to be enlightening and enriching. So, without further ado, let’s dive into the world of marketing excellence and discover what makes these case studies truly exceptional.

35 Top Marketing Case Studies and What Makes Them Exceptional

1. BEN & JERRY’S “PINT SLICE SOCIAL” MARKETING CASE STUDY

2. BLENDECT’S “WILL IT BLEND?” MARKETING CASE STUDY

3. RED BULL’s STRATOS JUMP MARKETING CASE STUDY

4. BUDWEISER’S “WHASSUP?” MARKETING CASE STUDY

5. OLD SPICE’S “THE MAN YOUR MAN COULD SMELL LIKE” MARKETING CASE STUDY

6. PEPSI: “IS PEPSI OK?” MARKETING CASE STUDY

7. APPLE’S “THINK DIFFERENT” MARKETING CASE STUDY

8. COCA COLA’S “SHARE A COKE” MARKETING CASE STUDY

9. NIKE’S “JUST DO IT” MARKETING CASE STUDY

10. APPLE’S “1984” MARKETING CASE STUDY

11. AXE’S “FIND YOUR MAGIC” MARKETING CASE STUDY

12. BURGER KING’S “RECLAIM THE FLAME” MARKETING CASE STUDY

13. GUINNESS’S “SURFER” MARKETING CASE STUDY

14. MCDONALD’S “I’M LOVIN’ IT” MARKETING CASE STUDY

15. AIRBNB’S “LIVE THERE” MARKETING CASE STUDY

16. LAY’S “DO US A FLAVOR” MARKETING CASE STUDY

17. AMAZON’S “AMAZON PRIME” MARKETING CASE STUDY

18. GOPRO’S “BE A HERO” MARKETING CASE STUDY

19. VOLVO TRUCKS’ “THE EPIC SPLIT” MARKETING CASE STUDY

20. DOVE’S “REAL BEAUTY SKETCHES” MARKETING CASE STUDY

21. SPOTIFY’S “WRAPPED” MARKETING CASE STUDY

22. ICELAND’S GROCERIES MARKETING CASE STUDY

23. HEALTH-ADE’S MARKETING CASE STUDY

24. ALWAYS’ “LIKE A GIRL” MARKETING CASE STUDY

25. COCA-COLA’S “SMALL WORLD MACHINES” MARKETING CASE STUDY

26. BURGER KING’S “WHOPPER DETOUR” MARKETING CASE STUDY

27. AMAZON’S PRIME DAY MARKETING CASE STUDY

28. MCDONALD’S “OUR FOOD, YOUR QUESTIONS” MARKETING CASE STUDY

29. AIRBNB’S “EXPERIENCES” LAUNCH MARKETING CASE STUDY

30. PIZZA HUT’S “HUT REWARDS” LOYALTY PROGRAM MARKETING CASE STUDY

31. BMW’S “THE ULTIMATE DRIVING MACHINE” MARKETING CASE STUDY

32. THE MOST INTEREST MAN IN THE WORLD MARKETING CASE STUDY

33. APPLE’S “GET A MAC” MARKETING CASE STUDY

34. PROCTER AND GAMBLE’S “THANK YOU, MOM” MARKETING CASE STUDY

35. METRO TRAINS “DUMB WAYS TO DIE” MARKETING CASE STUDY

What is a Marketing Case Study?

A marketing case study is a detailed examination of a specific marketing strategy, campaign, or initiative that showcases its implementation, outcomes, and impact on business objectives. It typically includes a comprehensive analysis of the target audience, market conditions, competitive landscape, marketing tactics used, and the results achieved.

In a marketing case study, key components often include the background information to set the context, such as the company’s industry, size, and goals; the challenges or opportunities that led to the marketing initiative; the strategy or approach employed, including the marketing channels, messaging, and creative elements; the execution and implementation phase; and the measurable outcomes, such as increased sales, brand awareness, customer engagement, or other relevant metrics. Additionally, a well-crafted marketing case study may also highlight lessons learned, best practices, and recommendations for future marketing efforts based on the experience and results of the case study.

What Does a Marketing Case Study Consist of?

A marketing case study typically consists of several key elements that provide a comprehensive view of a marketing initiative’s success or failure.

Firstly, it includes a detailed description of the company or brand involved, including its industry, target market, and business objectives. This sets the context for the marketing campaign or strategy being studied.

Secondly, the case study outlines the specific marketing challenge or opportunity that prompted the initiative. This could be anything from entering a new market segment to revamping an existing product’s branding. Understanding the initial problem or goal helps readers grasp the significance of the marketing efforts undertaken.

Thirdly, the case study delves into the strategy and tactics employed to address the challenge or opportunity. This includes details such as the chosen marketing channels (e.g., digital, traditional, social media), messaging, creative assets, budget allocation, and timeline. The rationale behind these decisions and how they align with the company’s overall marketing strategy are typically discussed.

Additionally, a marketing case study often includes measurable outcomes and results. This can encompass various metrics such as increased sales, brand awareness, customer engagement, return on investment (ROI), and market share growth. Data-driven insights and analysis are crucial here, as they demonstrate the effectiveness and impact of the marketing efforts on achieving the stated objectives.

Lastly, a well-rounded marketing case study may also include lessons learned, challenges faced, and recommendations for future strategies based on the experiences and insights gained from the case study. This adds depth and practical value to the document, making it not just a retrospective analysis but also a learning tool for marketers and businesses looking to optimize their marketing efforts.

35 Top Marketing Case Studies

1. ben & jerry’s “pint slice social” campaign.

Ben & Jerry’s, a beloved ice cream brand known for its quirky flavors and social activism, aimed to engage its audience and drive sales of its new product, the Pint Slice, through a creative and interactive marketing campaign.

Ben & Jerry’s launched the “Pint Slice Social” campaign marketing case study, which combined social media engagement with real-world activations to generate excitement and buzz around its new product. The campaign aimed to leverage user-generated content and encourage consumers to share their experiences with the Pint Slice on social media platforms.

The “Pint Slice Social” campaign featured a series of experiential events held in various cities, where consumers could sample the new product and participate in fun activities like photo booths and ice cream-themed games. Ben & Jerry’s also encouraged consumers to share their experiences on social media using the hashtag #PintSliceSocial for a chance to win prizes and be featured on the brand’s official channels.

The marketing case study interactive and experiential elements helped Ben & Jerry’s connect with its audience on a deeper level, fostering brand loyalty and driving repeat purchases. The numbers speak for themselves: 

• 100% sample redemption
• 220% increase in customer traction when compared to existing campaigns
• 68% conversion rate

What Makes it Exceptional:

Ben & Jerry’s “Pint Slice Social” campaign marketing case study is exceptional for its combination of real-world activations and social media engagement, which effectively bridged the gap between online and offline experiences. By creating opportunities for consumers to interact with the brand in person and share their experiences online, Ben & Jerry’s successfully amplified its message and generated excitement around its new product. 

The PR campaign’s focus on user-generated content and community participation reinforced Ben & Jerry’s brand values of fun, inclusivity, and social activism, making it a standout example of effective marketing in the ice cream industry.

2. Blendtec’s “Will It Blend?” Campaign

Blendtec’s “Will It Blend?” campaign marketing case study emerged as a groundbreaking marketing phenomenon, showcasing the extraordinary power and durability of Blendtec blenders through a series of captivating videos. The campaign’s premise was simple yet ingenious: Blendtec founder Tom Dickson demonstrated the blender’s capabilities by blending unconventional items, ranging from iPhones to golf balls, in a series of entertaining videos.

The campaign’s impact was nothing short of extraordinary. Blendtec’s “Will It Blend?” videos quickly captured the attention of online audiences, garnering millions of views on platforms like YouTube. In fact, the videos became a viral sensation, catapulting Blendtec to internet stardom and earning them the accolade of the 33rd most-viewed series ever on YouTube.

But the success of the campaign wasn’t just limited to online views. The “Will It Blend?” videos had a tangible impact on Blendtec’s bottom line. Sales of the company’s high-end consumer blenders skyrocketed, with figures soaring by an astonishing 500% in 2008 alone. The campaign’s blend of humor, creativity, and product demonstration resonated with consumers, driving both brand awareness and sales.

Blendtec’s “Will It Blend?” marketing case study stands out as a shining example of effective content marketing and brand storytelling. By showcasing the blender’s capabilities in a fun and unconventional way, Blendtec created engaging content that captured the attention of consumers and earned widespread recognition.

Blendtec’s initial “Will It Blend?” videos soared to become the 33rd most-watched series in YouTube history, contributing to a remarkable surge in sales of the company’s $399 premium home blender, with figures skyrocketing by 500% in 2008.

Moreover, the campaign demonstrated the power of viral marketing and user-generated content. The “Will It Blend?” videos sparked conversations and sharing across social media platforms, amplifying Blendtec’s reach and attracting new customers to the brand.

3. Red Bull’s Stratos Jump Campaign

Red Bull’s Stratos Jump campaign marked a pivotal moment in extreme sports history, as Austrian skydiver Felix Baumgartner embarked on a death-defying mission to jump from the edge of space. The audacious stunt not only captivated the world but also propelled Red Bull into the stratosphere of brand recognition and solidified its reputation as a trailblazer in the realm of daring and innovation.

The campaign’s concept was as ambitious as it was awe-inspiring: Felix Baumgartner ascended to the edge of space in a helium balloon before free-falling back to Earth, breaking the sound barrier in the process. The entire event was meticulously planned and executed, with Red Bull leveraging cutting-edge technology and expert precision to ensure Baumgartner’s safety and success.

But the Stratos Jump campaign was more than just a publicity stunt; it was a masterful demonstration of brand storytelling and experiential marketing. By pushing the boundaries of human achievement and showcasing the spirit of adventure, Red Bull tapped into universal themes of courage, determination, and human potential, resonating deeply with audiences worldwide.

With an estimated total cost exceeding $30 million, the investment was worth it. Felix’s jump led to $500+ million in sales.

Red Bull’s Stratos Jump campaign stands out as a shining example of experiential marketing and brand storytelling at its finest. By orchestrating a monumental feat of human achievement and capturing it live for the world to see, Red Bull created an unforgettable moment that resonated with audiences on a visceral level.

4. B udweiser’s “Whassup?” Campaign

Budweiser’s iconic “Whassup?” campaign emerged as a cultural phenomenon in the late 1990s, capturing the essence of friendship, camaraderie, and everyday moments shared over a cold beer. The campaign, which featured a group of friends casually greeting each other with the now-famous phrase “Whassup?”, struck a chord with audiences worldwide and catapulted Budweiser to the forefront of pop culture.

At its core, the “Whassup?” campaign was a celebration of the simple joys of friendship and connection. The ads depicted relatable scenarios of friends catching up over the phone, at work, or while watching sports, punctuated by the exuberant and infectious “Whassup?” greeting. The campaign’s humor and authenticity resonated with viewers, making it an instant hit and spawning countless parodies and cultural references.

But what truly set the “Whassup?” campaign apart was its ability to transcend traditional advertising and become a cultural touchstone. The phrase “Whassup?” became a ubiquitous part of popular lexicon, with people of all ages and backgrounds adopting it as a playful greeting. From late-night talk shows to Hollywood movies, the campaign’s influence extended far beyond the realm of advertising, cementing Budweiser’s place in the zeitgeist.

The impact of the “Whassup?” campaign marketing case study on Budweiser’s brand cannot be overstated.

Budweiser unveiled the campaign in 1999, effectively ushering in what could be termed as the “Whassup Generation.” As a result, their sales surged by 2.4 million barrels, and it was approximated that “Whassup” garnered $20 million worth of complimentary publicity , gauged by the frequency of the phrase’s appearance in television news segments and print media articles.

Budweiser’s “Whassup?” campaign is exceptional for its ability to capture the spirit of a generation and become a cultural phenomenon. By embracing humor, authenticity, and the power of shared experiences, Budweiser created an advertising campaign that resonated with audiences on a deeply personal level.

5. Old Spice’s “The Man Your Man Could Smell Like” Campaign

Old Spice’s “The Man Your Man Could Smell Like” campaign revolutionized the world of men’s grooming products, captivating audiences with its humor, charm, and over-the-top masculinity. Launched in 2010, the campaign featured actor Isaiah Mustafa as the suave and confident “Old Spice Guy,” who effortlessly showcased the brand’s range of body washes and deodorants in a series of witty and memorable commercials.

At its core, the “The Man Your Man Could Smell Like” campaign was a masterclass in comedic storytelling and brand positioning. The ads humorously depicted Mustafa as the epitome of masculinity, effortlessly transitioning from one absurd scenario to the next while delivering clever and memorable lines. The campaign’s irreverent humor and tongue-in-cheek approach to advertising resonated with audiences of all ages, making it a viral sensation and earning it a permanent place in pop culture.

But the success of the “The Man Your Man Could Smell Like” campaign marketing case study extended beyond just laughs and entertainment. The campaign effectively repositioned Old Spice as a modern and relevant brand, shedding its outdated image and appealing to a new generation of consumers. By embracing humor and creativity, Old Spice differentiated itself from competitors and carved out a unique identity in the crowded men’s grooming market.

The objective was to boost body wash sales by 15%, but by May 2010, sales of Old Spice Red Zone Body Wash had surged by 60% compared to the previous year. By July 2010, sales had doubled.

Old Spice’s “The Man Your Man Could Smell Like” campaign stands out as a prime example of how humor and creativity can elevate a brand and resonate with consumers. By embracing absurdity and pushing the boundaries of traditional advertising, Old Spice created a campaign that captured the attention and imagination of audiences worldwide.

6. Pepsi: The “Is Pepsi OK?” Campaign

Pepsi’s “Is Pepsi OK?” campaign aimed to address the common question posed by consumers when offered a Pepsi instead of its rival, Coca-Cola. The campaign sought to reframe this question as a playful affirmation of Pepsi’s unique flavor and appeal.

The campaign featured a series of commercials and digital content showcasing celebrities and ordinary people confidently affirming that Pepsi is more than just “OK” – it’s delicious, refreshing, and the perfect choice for any occasion. The ads humorously acknowledged the perception that Pepsi may not always be the first choice but emphasized its undeniable taste and quality.

The impact of the “Is Pepsi OK?” campaign marketing case study on Pepsi’s brand image and sales was significant. The campaign helped shift consumer perceptions and generate buzz around the brand, driving increased sales and market share for Pepsi. By embracing humor and authenticity, Pepsi effectively engaged with its audience and reinforced its position as a leading beverage choice in the market.

Pepsi recorded a 4% sales increase in the weeks following the campaign, showcasing the efficacy of their marketing endeavors in converting brand perception into tangible outcomes in the market.

Pepsi’s “Is Pepsi OK?” campaign stands out for its clever approach to addressing a common consumer concern. By acknowledging the question head-on and turning it into a positive affirmation of the brand, Pepsi effectively repositioned itself as a confident and desirable choice for consumers.

Moreover, the campaign’s use of humor and relatable situations resonated with audiences, making it memorable and shareable. By creating content that people wanted to engage with and share with others, Pepsi was able to extend the reach and impact of the campaign beyond traditional advertising channels.

7. Apple’s “Think Different” Campaign

Apple, a pioneering technology company, aimed to differentiate itself in the competitive tech market and establish its brand identity as innovative and forward-thinking.

Apple’s strategy with the “Think Different” campaign was to celebrate creativity, individuality, and innovation. The campaign aimed to position Apple as a brand that valued unconventional thinking and challenged the status quo.

The “Think Different” campaign featured television commercials, print advertisements, and digital content that celebrated iconic figures who embodied the spirit of creativity and innovation, such as Albert Einstein, Martin Luther King Jr., and Mahatma Gandhi. 

The “Think Different” campaign marketing case study helped redefine Apple’s brand identity and establish its reputation as a leader in innovation and design. The campaign resonated with consumers who valued creativity and originality, driving increased brand loyalty and preference for Apple products. Apple saw significant growth in sales and market share, solidifying its position as a top choice for consumers seeking cutting-edge technology and design.

iPods made up 21.6 percent of the global digital music player market in 2003, and sales accounted for nearly half of Apple’s $7.1 billion in first-quarter revenue in 2007. By 2010, Apple had sold over 297 million iPods and had a 70% market share, reconstructing the digital music player industry in the process.

Apple’s “Think Different” campaign is exceptional for its bold celebration of creativity and innovation. By honoring iconic figures who dared to think differently and make a difference, the campaign inspired consumers to see Apple as more than just a technology company but as a symbol of creativity, empowerment, and progress. The campaign’s powerful message and iconic imagery helped Apple establish a strong emotional connection with consumers, driving loyalty and affinity for the brand.

8. Coca-Cola’s “Share a Coke” Campaign

Coca-Cola’s “Share a Coke” campaign revolutionized the beverage industry by personalizing its iconic soda bottles with popular names and phrases. The campaign aimed to create a deeper emotional connection with consumers and encourage them to share Coca-Cola with friends and family.

By featuring names like “John,” “Sarah,” and “Emily” on Coke bottles, Coca-Cola transformed the act of drinking soda into a personalized experience. Consumers were excited to find their own names or the names of loved ones on Coke bottles, making the product feel uniquely theirs and fostering a sense of belonging.

The “Share a Coke” campaign was launched through various channels, including television commercials, print advertisements, and digital content. Coca-Cola also encouraged consumers to share photos of themselves with personalized Coke bottles on social media using the hashtag #ShareACoke, sparking a wave of user-generated content and online conversations.

Coca-Cola saw increased sales as consumers sought out personalized Coke bottles, and the #ShareACoke hashtag trended on social media platforms, generating millions of impressions and interactions.

Coca-Cola’s “Share a Coke” campaign marketing case study is exceptional for its innovative approach to marketing and its ability to create a personal connection with consumers on a mass scale. By leveraging the power of personalization and social sharing, Coca-Cola transformed its product into a platform for self-expression and social connection.

The campaign also demonstrated Coca-Cola’s willingness to embrace new trends and technologies to engage with consumers. By integrating social media into its marketing strategy, Coca-Cola encouraged consumers to become active participants in the campaign, driving organic growth and word-of-mouth promotion.

This campaign drove dramatic increases in sales:

Volume (+11% versus previous year) Revenue (+11% versus previous year) Share (+1.6% versus previous year) Velocity (+10% versus previous year)

9. Nike’s “Just Do It” Campaign

Nike, a global leader in athletic footwear and apparel, aimed to reinvigorate its brand image and inspire a new generation of athletes to pursue their goals with passion and determination.

Nike’s strategy with the “Just Do It” campaign was to celebrate the spirit of determination, resilience, and perseverance embodied by athletes around the world. The campaign aimed to position Nike as a champion of athletic excellence and a catalyst for personal empowerment and achievement.

The “Just Do It” campaign was launched with a series of television commercials, print advertisements, and digital content featuring athletes from various sports and backgrounds overcoming obstacles and pushing their limits. The campaign emphasized the idea of taking action and embracing challenges with courage and determination, resonating with individuals seeking motivation and inspiration to pursue their dreams.

The “Just Do It” campaign became an iconic symbol of Nike’s brand ethos and a rallying cry for athletes and individuals striving for greatness. The campaign’s message of empowerment and perseverance resonated with consumers worldwide, driving increased brand awareness, loyalty, and sales for Nike. The “Just Do It” slogan became synonymous with Nike’s commitment to excellence and innovation, solidifying the brand’s position as a leader in the athletic industry.

Nike’s “Just Do It” campaign marketing case study is exceptional for its ability to tap into the universal human desire for achievement, empowerment, and self-expression. By celebrating the spirit of determination and resilience, the campaign inspired individuals to push their limits and pursue their goals fearlessly. The “Just Do It” slogan transcended marketing to become a cultural phenomenon, embodying Nike’s brand ethos and influencing popular culture for decades. Nike’s commitment to empowering athletes and individuals to reach their full potential has made the “Just Do It” campaign one of the most iconic and enduring advertising campaigns of all time.

This marketing initiative proved to be a pivotal moment for Nike, catapulting the company’s sales from $877 million to an impressive $9.2 billion. The campaign’s resounding success solidified Nike’s position as the premier brand in the global sportswear industry.

10. Apple’s “1984” Commercial

In 1984, Apple aimed to launch its revolutionary Macintosh computer with a groundbreaking advertisement that would challenge the status quo of the tech industry and establish Apple as a visionary brand.

Apple’s strategy with the “1984” commercial was to create a cinematic and thought-provoking advertisement that would generate buzz and intrigue surrounding the launch of the Macintosh.

The commercial aimed to position Apple as a company that defied convention and empowered individuals to think differently.

Directed by Ridley Scott, the “1984” commercial aired during the Super Bowl XVIII and depicted a dystopian future where conformity and uniformity were enforced by a Big Brother-like figure. A rebellious heroine, representing the spirit of individuality, hurled a sledgehammer at a giant screen, symbolizing the liberation brought by the Macintosh computer. The commercial concluded with the tagline, “On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like ‘1984’.”

The “1984” commercial generated significant buzz and became an instant cultural phenomenon. It captured the imagination of viewers and sparked conversations about the future of technology and the power of individual expression. The commercial effectively positioned Apple as an innovative and disruptive force in the tech industry, setting the stage for the successful launch of the Macintosh computer.

Fortunately, the advertisement proved to be a success, as it garnered attention from all the nearby cinemas and television stations. Within a span of 100 days, Apple managed to sell 72,000 computers.

Apple’s “1984” commercial marketing case study is exceptional for its boldness, creativity, and impact. By challenging the conventions of traditional advertising and delivering a powerful message of individual empowerment, the commercial captured the attention of audiences worldwide and solidified Apple’s reputation as a visionary brand.

The commercial’s cinematic quality, provocative imagery, and memorable tagline made it one of the most iconic and influential advertisements of all time, demonstrating Apple’s ability to harness the power of storytelling to connect with consumers on a deeper level.

11. Axe’s “Find Your Magic” Campaign

Axe, a leading men’s grooming brand, sought to evolve its brand image and messaging to resonate with modern consumers and challenge traditional notions of masculinity.

Axe’s strategy with the “Find Your Magic” campaign was to celebrate individuality, self-expression, and confidence, encouraging men to embrace their unique qualities and reject societal pressures to conform to traditional stereotypes of masculinity. The campaign ai

med to position Axe as a brand that empowers men to express themselves authentically and confidently.

The “Find Your Magic” campaign featured a series of advertisements and digital content showcasing a diverse range of men pursuing their passions, expressing their personalities, and defying stereotypes. The campaign celebrated moments of self-discovery, self-expression, and confidence, highlighting the idea that there is no one-size-fits-all definition of masculinity.

The campaign helped reposition Axe as a brand that celebrates diversity and empowers men to be true to themselves, driving brand loyalty and attracting new customers.

The team pointed to the 12% organic reach of the campaign as being crucial to its success.

The campaign accumulated over 39.3 million digital views and garnered four billion media impressions within the initial quarter of its launch. However, its most noteworthy impact was the initiation of a global discourse on masculinity, evident through 225,411 direct engagements with the film and over 12,000 comments across various platforms.

Coupled with a significant increase in overall positive sentiment towards Axe from 14.74% to 41.35%. Since its inception, consumers have undergone substantial reevaluation of the brand, as reflected in YouGov studies indicating a rise in purchase consideration among men in the US from 16% to 20%.

Axe’s “Find Your Magic” campaign marketing case study is exceptional for its bold reimagining of masculinity and its commitment to celebrating diversity and individuality. By challenging traditional stereotypes and promoting a message of inclusivity and self-confidence, Axe distinguished itself from competitors in the men’s grooming market. The campaign’s positive message resonated with consumers and helped strengthen Axe’s brand identity, positioning the brand as a champion of authenticity and self-expression.

12. Burger King’s “Reclaim the Flame” Campaign

Burger King’s “Reclaim the Flame” campaign ignited a fiery spirit of rebellion against its fast-food rival, McDonald’s. Launched as a bold marketing maneuver during the 2008 Beijing Olympics, the campaign sought to reclaim the iconic flame-grilled taste that set Burger King apart from its competitors.

The campaign centered around a series of provocative advertisements that directly challenged McDonald’s by emphasizing Burger King’s commitment to flame-grilling its burgers for superior taste and quality. Through witty slogans and visually striking imagery, Burger King positioned itself as the champion of authentic, flame-grilled flavor in the fast-food industry.

The impact of the “Reclaim the Flame” campaign was palpable, as it sparked a renewed interest in Burger King’s flame-grilled offerings and reignited consumer loyalty. The campaign’s bold messaging and innovative promotions resonated with audiences, driving increased foot traffic to Burger King restaurants and boosting sales of its signature flame-grilled burgers.

Consolidated comparable sales increased 10%, with system-wide sales up 15% year-over-year, and net restaurant growth was 4.2%.

The Burger King international business grew system-wide sales by 19%, adding more than $400 million of incremental sales year-over-year.

Burger King’s “Reclaim the Flame” campaign marketing case study stands out for its audacious approach to marketing and its unapologetic challenge to its biggest competitor. By leveraging bold messaging and provocative promotions, Burger King effectively positioned itself as the antithesis to McDonald’s, appealing to consumers who sought a more authentic and flavorful fast-food experience.

13. Guinness’s “Surfer” Advertisement

Guinness, an iconic Irish stout beer brand, aimed to reinvigorate its image and appeal to a younger demographic while staying true to its heritage and values.

Guinness launched the “Surfer” advertisement, a visually stunning and emotionally resonant commercial that showcased the brand’s commitment to quality, craftsmanship, and authenticity. The advertisement aimed to evoke a sense of awe and admiration while also conveying the message that Guinness is more than just a beer—it’s a symbol of strength, resilience, and the pursuit of excellence.

The “Surfer” advertisement featured breathtaking footage of waves crashing against a rocky coastline, interspersed with scenes of a lone surfer navigating the tumultuous waters with skill and determination. As the surfer reaches the shore and takes a sip of Guinness, the tagline “Good things come to those who wait” appears on the screen, reinforcing the brand’s message of patience, perseverance, and reward.

The commercial helped rejuvenate Guinness’s brand image and appeal to a younger audience while also resonating with existing fans of the brand. The advertisement’s message of patience and perseverance struck a chord with viewers, reinforcing Guinness’s reputation as a beer worth waiting for.

The ad led to a 12% uplift in Guinness’s sales. It was a commercial success, beating all its internal targets, helped by the launch of a new product at the same time – Guinness Extra Cold.

Guinness’s “Surfer” advertisement is exceptional for its ability to capture the essence of the brand’s heritage and values while also appealing to contemporary sensibilities. By celebrating the beauty of nature, the power of human determination, and the rewards of patience, the advertisement transcended traditional beer commercials and created a powerful emotional connection with viewers. The “Surfer” advertisement exemplifies Guinness’s commitment to quality, craftsmanship, and authenticity, reaffirming its status as one of the world’s most iconic beer brands.

14. McDonald’s “I’m Lovin’ It” Campaign

McDonald’s “I’m Lovin’ It” campaign epitomizes the fast-food giant’s ability to connect with consumers on a global scale through catchy slogans and memorable advertising. Launched in 2003, this campaign marked a significant shift in McDonald’s marketing strategy, aiming to evoke positive emotions and create a sense of love and affinity for the brand among customers worldwide.

At the heart of the “I’m Lovin’ It” campaign was a series of television commercials featuring upbeat music, vibrant visuals, and relatable scenarios showcasing people of all ages enjoying McDonald’s menu items. The catchy jingle, composed by music producer Pharrell Williams, became instantly recognizable and synonymous with the McDonald’s brand, further solidifying its place in popular culture.

The impact of the “I’m Lovin’ It” campaign on McDonald’s brand perception and sales was profound. The campaign helped rejuvenate McDonald’s image, positioning it as a modern and relevant brand that resonated with consumers of all ages. By emphasizing the emotional connection between customers and the brand, McDonald’s fostered loyalty and affinity among its customer base, driving increased foot traffic and sales at its restaurants worldwide.

Thanks to the advertising initiative, McDonald’s achieved its most robust quarterly sales growth in nearly two decades, witnessing a remarkable 8.2% surge in global sales during the first quarter of 2004. The “I’m Lovin’ It” campaign played a pivotal role in driving this growth. Additionally, the company experienced a notable 9% increase in sales within the United States during the corresponding period.

McDonald’s “I’m Lovin’ It” campaign marketing case study stands out for its ability to create a universal and enduring brand message that transcends cultural and linguistic barriers. By tapping into the universal human desire for happiness and satisfaction, McDonald’s crafted a campaign that resonated with consumers around the world, regardless of age, background, or location.

15. Airbnb’s “Live There” Campaign

In 2016, Airbnb aimed to differentiate itself in the travel industry and emphasize its unique offering of local experiences.

Airbnb launched the “Live There” campaign, focusing on the idea that staying in an Airbnb property allows travelers to experience destinations like a local.

The campaign featured ads showcasing authentic local experiences, such as dining with locals or exploring hidden gems. It aimed to evoke a sense of belonging and immersion in the destination. The campaign resonated with travelers seeking authentic and immersive travel experiences, contributing to Airbnb’s continued growth and market leadership.

The campaign’s effect on return on investment (ROI) was notable. The “Live There” initiative enabled Airbnb to attain a 51% surge in bookings and an impressive 127% rise in revenue. Through adept utilization of digital marketing channels and prioritizing genuine travel experiences, Airbnb effectively engaged their intended demographic, resulting in substantial business outcomes.

Airbnb’s “Live There” campaign marketing case study is exceptional for its focus on authentic and immersive travel experiences. By highlighting the unique aspects of staying in an Airbnb property, the campaign differentiated Airbnb from traditional accommodations and appealed to travelers seeking more meaningful connections with destinations and communities.

16. Lay’s “Do Us a Flavor” Campaign

Lay’s, a popular snack brand, aimed to engage consumers and drive sales by crowdsourcing new and innovative flavor ideas through its “Do Us a Flavor” campaign.

Lay’s strategy with the “Do Us a Flavor” campaign was to tap into consumer creativity and generate excitement around its brand by inviting consumers to submit their own flavor ideas. The campaign aimed to leverage user-generated content and community participation to create a sense of ownership and anticipation among consumers.

The “Do Us a Flavor” campaign encouraged consumers to submit their flavor ideas online, with the chance to win cash prizes and see their creations turned into actual Lay’s potato chip flavors. Lay’s promoted the campaign through social media, advertising, and in-store promotions, encouraging consumers to participate and vote for their favorite submissions.

The competition began in July 2012 with the unveiling of a temporary store situated in the heart of Times Square, offering visitors the opportunity to sample all 22 Lay’s flavors available in the U.S., explore flavors from around the globe, engage with celebrity spokespeople Eva Longoria and chef Michael Symon, and even catch a glimpse of what $1 million in cash looked like.

Initially aiming to amass 1.2 million flavor submissions, Lay’s surpassed expectations by receiving an astounding 3.8 million entries. Throughout the nearly 10-month campaign duration, its Facebook page witnessed an average of over 22.5 million visits each week. Moreover, sales experienced a remarkable surge of 12% year-on-year during the campaign, far surpassing the initially projected three percent increase.

Lay’s “Do Us a Flavor” campaign marketing case study is exceptional for its innovative approach to product development and its ability to engage consumers in a fun and interactive way. By crowdsourcing flavor ideas from consumers, Lay’s not only generated excitement and buzz around its brand but also created a sense of community and collaboration among its customers. 

The campaign’s success demonstrated Lay’s commitment to listening to its consumers and delivering products that resonate with their preferences and tastes.

17. Amazon’s “Amazon Prime” Campaign

Amazon’s “Amazon Prime” campaign revolutionized the e-commerce industry by introducing a subscription service that offered unparalleled convenience, savings, and benefits to customers. The campaign aimed to promote Amazon Prime as more than just a shipping service, but as a comprehensive membership program that encompasses a wide range of perks and services.

At the core of the “Amazon Prime” campaign is the promise of fast, free shipping on millions of items, allowing members to enjoy expedited delivery on their purchases with no minimum order requirement. Additionally, Prime members gain access to a plethora of exclusive benefits, including streaming of movies, TV shows, and music through Prime Video and Prime Music, unlimited photo storage with Prime Photos, and early access to Lightning Deals on Amazon’s platform.

Amazon Prime has quite recently introduced ads into their campaign. The company’s analysts estimate that revenue generated from Prime Video advertisements will reach $1.3 billion in 2024, with projections indicating a rise to $2.3 billion the following year. However, that’s just the beginning: According to the analysts’ forecasts, the e-commerce giant could potentially accrue an additional $500 million annually in 2024 and 2025 from Prime members who opt to bypass ad viewing.

Amazon’s “Amazon Prime” campaign marketing case study stands out for its ability to redefine the e-commerce landscape and create a loyal and engaged customer base. By bundling a wide range of benefits into a single membership program, Amazon has transformed the way people shop online, making Prime membership synonymous with convenience, value, and innovation.

18. GoPro’s “Be a Hero” Campaign

GoPro’s “Be a Hero” campaign embodies the adventurous spirit and passion for storytelling that defines the brand’s identity. The campaign encourages users to capture and share their most epic moments using GoPro cameras, empowering them to become heroes of their own stories.

At the core of the “Be a Hero” campaign is GoPro’s belief that everyone has the potential to live a life worth recording.

The campaign leverages social media platforms, such as Instagram and YouTube, to showcase the incredible footage captured by GoPro users in various extreme sports, outdoor adventures, and everyday moments. By highlighting the versatility and durability of its cameras, GoPro positions itself as the ultimate tool for capturing life’s most exhilarating experiences.

The impact of the “Be a Hero” campaign on GoPro’s brand perception and sales has been significant. By encouraging users to become content creators and ambassadors for the brand, GoPro has cultivated a loyal fan base and differentiated itself from competitors in the action camera market. The campaign has also helped GoPro maintain its position as a leader in the industry and drive continued growth and innovation.

This campaign was a huge success nearly doubling its revenue throughout the following years; from $234.2 million in 2011 to $526 million in 2012 and $985.7 million in 2013.

GoPro’s “Be a Hero” campaign marketing case study stands out for its ability to tap into the aspirational desires of its target audience and inspire them to live life to the fullest. By empowering users to capture and share their most epic moments, GoPro has created a powerful brand narrative that resonates with adventurers, athletes, and storytellers around the world.

 19. Volvo Trucks’ “The Epic Split” Campaign

Volvo Trucks’ “The Epic Split” campaign featuring Jean-Claude Van Damme is one of the most iconic and memorable marketing stunts in recent history. The campaign aimed to showcase the precision and stability of Volvo Trucks’ dynamic steering system through a jaw-dropping demonstration performed by the legendary action star, Jean-Claude Van Damme.

At the heart of the campaign is a mesmerizing video that captures Van Damme performing an incredible split between two moving Volvo Trucks. Set to the haunting melody of Enya’s “Only Time,” the video showcases Van Damme’s unparalleled agility and balance as he maintains a perfect split position while suspended between the two trucks as they reverse along a deserted runway.

The video quickly went viral, garnering millions of views within days of its release and sparking widespread admiration and discussion among viewers worldwide.

In addition to the viral video, the campaign was supported by a comprehensive digital and social media strategy that amplified its reach and impact. Through strategic partnerships with influencers and media outlets, Volvo Trucks ensured that “The Epic Split” reached a wide audience and generated maximum buzz and engagement.

This video was part of Volvo Trucks’ Live Test film, which between June 2012 and May 2014  generated 100m+ YouTube views and were shared nearly 8 million times.

According to the agency, the campaign generated 20,000 media reports worldwide which gives an estimated $172.6m.

Volvo Trucks’ “The Epic Split” campaign marketing case study stands out for its sheer audacity and creativity. By enlisting Jean-Claude Van Damme to perform an awe-inspiring stunt that perfectly showcased the capabilities of its trucks, Volvo Trucks created a marketing masterpiece that captured the imagination of millions.

20. D ove’s “Real Beauty Sketches” Campaign

Dove aimed to challenge beauty stereotypes and promote self-esteem among women.

Dove launched the “Real Beauty Sketches” campaign, featuring an FBI-trained sketch artist creating composite sketches of women based on their own descriptions and those of strangers.

The campaign’s video highlighted the stark difference between how women perceive themselves and how others see them, emphasizing the negative impact of self-criticism on self-esteem. It went viral, sparking conversations about beauty standards and generating widespread media coverage.

As a result of the Real Beauty campaign, sales for Dove jumped from $2.5 to $4 billion in the campaign’s first ten years. The corporation boosted its revenues by 10% within a year. Nearly two decades later, the promotional endeavor continues to be active, with intentions to extend its reach into the digital realm.

Dove’s “Real Beauty Sketches” campaign is exceptional for its emotional resonance and societal impact. By shedding light on the issue of self-esteem and body image, Dove struck a chord with audiences and sparked a global conversation about beauty, confidence, and self-acceptance.

21. Spotify’s “Wrapped” Campaign

Spotify’s “Wrapped” campaign has become an annual phenomenon that celebrates the unique music tastes and listening habits of its users. The campaign offers personalized insights and highlights into each user’s year of listening on the platform, including their most-streamed songs, artists, and genres.

At the core of the “Wrapped” campaign is the idea of music as a deeply personal and emotive experience. By curating and presenting users with a personalized summary of their year in music, Spotify aims to foster a sense of connection and nostalgia while also showcasing the diversity and richness of its music library.

The campaign unfolds across various touchpoints, including the Spotify app, social media platforms, and digital advertisements. Users are encouraged to share their “Wrapped” summaries with friends and followers, sparking conversations and debates about music preferences and discoveries.

One of the key strengths of the “Wrapped” campaign is its ability to tap into the power of data and personalization.

The impact of the “Wrapped” campaign on Spotify’s brand perception and user engagement has been profound. The number of posts on X about  Spotify Wrapped in 2021 jumped 461% from the previous year. A popular marketing firm found that Spotify’s 2020 Wrapped campaign led to a 21% increase in app downloads that December.

Spotify’s “Wrapped” campaign marketing case study stands out for its ability to transform data into meaningful and emotional experiences for users. By curating personalized summaries that celebrate the diversity and individuality of each user’s music tastes, Spotify creates a sense of connection and belonging that resonates deeply with its audience.

22. Iceland Groceries Campaign

Iceland, a UK-based supermarket chain, embarked on a groundbreaking marketing campaign to challenge misconceptions and revolutionize perceptions surrounding frozen food. The campaign aimed to redefine the narrative around frozen groceries by highlighting their quality, convenience, and sustainability.

At the heart of the Iceland Groceries campaign is a commitment to transparency and authenticity. By showcasing the sourcing and production processes behind its frozen food offerings, Iceland sought to reassure consumers about the freshness and nutritional value of its products.

One of the key strengths of the Iceland Groceries campaign is its focus on education and empowerment. By providing consumers with information about the benefits of frozen food and debunking common myths, Iceland empowers them to make informed choices and embrace frozen groceries as a convenient and sustainable option.

By showcasing a diverse range of everyday people using their products, Iceland saw a 55% retention rate on Facebook videos, a 59% on Youtube and their approval rating increased from 10% to 70%.

The Iceland Groceries campaign marketing case study stands out for its boldness and innovation in challenging industry norms and stereotypes. By tackling misconceptions head-on and championing the benefits of frozen food, Iceland has sparked meaningful conversations and changed perceptions among consumers.

23. Health-Ade’s Marketing Campaign

Health-Ade, a leading kombucha brand in the United States, embarked on an innovative marketing campaign to promote its products and differentiate itself in the competitive beverage market. The campaign aimed to position Health-Ade as a premium and health-conscious choice for consumers seeking natural and nutritious beverages.

At the core of the Health-Ade marketing campaign is a commitment to authenticity and quality. Unlike many mass-produced beverages, Health-Ade kombucha is handcrafted in small batches using only the highest quality ingredients, including organic tea and natural flavors. The campaign highlights Health-Ade’s dedication to traditional brewing methods and its unwavering commitment to producing the best-tasting and most nourishing kombucha on the market.

Through vibrant imagery, engaging storytelling, and compelling messaging, Health-Ade showcases the unique flavor profiles and health benefits of its kombucha, inviting consumers to join the “Health-Ade family” and embrace a healthier lifestyle.

Thanks to their campaign, Health-Ade generated 1.6 million impressions, all done with influencer marketing. They generated $11.200 worth of impressions using only a fraction of the cost.

The Health-Ade marketing campaign marketing case study stands out for its authenticity, quality, and commitment to promoting health and wellness. By prioritizing transparency and education, Health-Ade has earned the trust and loyalty of consumers, distinguishing itself from competitors and driving strong sales growth.

Moreover, the campaign’s focus on creating a sense of community and belonging has been instrumental in building brand affinity and advocacy. Through engaging storytelling and experiential activations, Health-Ade has fostered connections with consumers and established itself as not just a beverage brand, but a lifestyle choice.

24. Always’ “Like a Girl” Campaign

Always sought to challenge societal perceptions of what it means to do something “like a girl” and empower girls and women.

Always launched the “Like a Girl” campaign, featuring a video highlighting the negative connotations associated with the phrase “like a girl” and showcasing the confidence and strength of young girls.

The video aimed to change the meaning of “like a girl” to represent strength, confidence, and capability. It sparked a global conversation about gender stereotypes and garnered widespread praise for its empowering message. Always continued the campaign with initiatives to support girls’ confidence and self-esteem.

The results of Always #LikeAGirl campaign led to 4.4bn+ media impressions and 177,000 #LikeAGirl tweets in the first three months. After the campaign, 50% of women chose to purchase Always brand over competitors.

Always ‘ “Like a Girl” campaign marketing case study is exceptional for its impact on cultural perceptions and empowerment. By challenging ingrained stereotypes and celebrating the strength and potential of girls, Always inspired positive change and fostered a more inclusive and supportive environment for girls and women worldwide.

25. Coca-Cola’s “Small World Machines”

Coca-Cola aimed to foster connections between people from India and Pakistan, two neighboring countries with a history of tension.

Coca-Cola created “Small World Machines,” special vending machines placed in public areas in India and Pakistan, allowing people from both countries to interact with each other via live video feeds.

Participants could see and interact with each other in real-time, completing tasks together and sharing moments of joy. The initiative aimed to break down barriers and promote peace and understanding between the two nations. 

It was a real success: over 10,000 Cokes were distributed during the campaign, Coca-Cola garnered more than 58 million media impressions, it received 4,000+ unique mentions on news websites, TV broadcasts, blogs, and forums and even became a big hit at the Cannes Film Festival in 2013.

During the campaign, posts about “Coke” or “Coca-Cola” increased by 25%,  earning their account over 34,000 new followers within 15 days.

Coca-Cola’s “Small World Machines” campaign marketing case study is exceptional for its efforts to bridge divides and promote unity through technology and shared experiences. By facilitating interactions between individuals from countries with historical tensions, Coca-Cola demonstrated the power of human connection and the potential for brands to promote social good and understanding on a global scale.

26. Burger King’s “Whopper Detour” Campaign

Burger King, a global fast-food chain, aimed to increase customer engagement and drive traffic to its restaurants through an innovative marketing campaign.

Burger King launched the “Whopper Detour” campaign, which leveraged geolocation technology to offer customers a steep discount on its signature burger, the Whopper, but with a catch: they could only claim the deal by ordering through the Burger King app while physically inside or near a McDonald’s restaurant.

Using geofencing technology, Burger King targeted customers who were within 600 feet of a McDonald’s restaurant. When these customers opened the Burger King app, they were prompted to “unlock” the Whopper deal by navigating to the nearest Burger King location. The campaign generated buzz and curiosity among consumers, driving them to download the Burger King app and visit Burger King restaurants to claim their discounted Whoppers.

The “Whopper Detour” campaign was a success, generating millions of app downloads and significantly increasing foot traffic to Burger King restaurants. 

Burger King experienced a notable surge, with a 53.7% rise in monthly active users (MAUs) for its mobile app. The percentage of users opting to share their location data with Burger King skyrocketed by 143%. Remarkably, the total return on investment (ROI) from the Whopper Detour campaign reached an impressive 37-1.

Burger King’s “Whopper Detour” campaign marketing case study is exceptional for its creativity, innovation, and effectiveness in driving customer engagement and foot traffic to its restaurants. By leveraging geolocation technology and gamifying the customer experience, Burger King created a memorable and engaging campaign that resonated with consumers and generated excitement around its brand. 

The campaign’s success demonstrates Burger King’s willingness to push the boundaries of traditional marketing and its ability to connect with consumers in new and unexpected ways.

27. Amazon’s Prime Day

Amazon sought to drive sales and boost Prime membership subscriptions during typically slower shopping periods. Amazon launched Prime Day, a one-day shopping event exclusive to Prime members, offering discounts on a wide range of products.

Prime Day featured limited-time deals, flash sales, and exclusive product launches, creating a sense of urgency and excitement among shoppers. The event generated record-breaking sales, surpassing even Black Friday and Cyber Monday numbers. Additionally, Prime membership sign-ups increased significantly during Prime Day.

In the U.S., spending increased by 6.1% to $12.7 billion compared to the previous year. Prime members purchased over 375 million items worldwide and saved more than $2.5 billion with Prime Day discounts .

Amazon’s Prime Day marketing case study is exceptional for its ability to create a shopping frenzy and drive sales while also incentivizing Prime membership subscriptions. By offering exclusive deals and benefits to Prime members, Amazon not only boosted revenue but also strengthened customer loyalty and engagement, solidifying Prime as a must-have subscription service for millions of shoppers.

28. McDonald’s “Our Food, Your Questions” Campaign

McDonald’s aimed to address misconceptions and concerns about the quality and sourcing of its food ingredients.

They launched the “Our Food, Your Questions” campaign, inviting customers to ask any questions they had about McDonald’s food via social media and other channels.

McDonald’s responded transparently to customer inquiries, providing detailed information about its food sourcing, preparation methods, and quality standards. The campaign helped demystify McDonald’s food and build trust with customers by demonstrating the company’s commitment to transparency and quality.

McDonald’s witnessed a notable uptick, with a 29% increase in its food quality perception score and a 35% boost in the company’s trust score. Throughout the campaign period, McDonald’s experienced a commendable 14% growth in sales. Undoubtedly, honesty emerged as the most effective strategy.

McDonald’s “Our Food, Your Questions” campaign marketing case study is exceptional for its transparency and engagement with customers. By openly addressing concerns and providing clear information about its food, McDonald’s strengthened its relationship with consumers and demonstrated a willingness to listen and respond to their feedback.

29. Airbnb’s “Experiences” Launch

Airbnb aimed to expand its offerings beyond accommodations and provide travelers with unique, immersive experiences.

Airbnb launched “Experiences,” a platform where hosts could offer activities, tours, and workshops to travelers, allowing them to engage with local culture and communities.

They curated a diverse range of experiences, from cooking classes to outdoor adventures, and promoted them to travelers worldwide. The platform quickly gained popularity, attracting both hosts and guests seeking authentic and personalized travel experiences.

The UK-based brand tracker BrandIndex showed an increase in ad awareness for Airbnb, rising from 2.8 to 14.1 over six months after the campaign’s launch. Altogether, Airbnb’s strategy resulted in an increase of 172K followers.

Airbnb’s “Experiences” launch is exceptional for its innovation and ability to tap into the growing demand for experiential travel. By leveraging its existing platform and network of hosts, Airbnb expanded its offerings to include activities and experiences, further enhancing its value proposition and solidifying its position as a leader in the travel industry.

30. Pizza Hut’s “Hut Rewards” Loyalty Program

Pizza Hut, a leading pizza restaurant chain, aimed to increase customer retention and drive repeat business in a competitive market.

Pizza Hut’s strategy with the “Hut Rewards” loyalty program was to incentivize customers to return to their restaurants by offering rewards and discounts for frequent purchases. The program aimed to build customer loyalty and increase customer lifetime value by rewarding customers for their continued patronage.

The “Hut Rewards” loyalty program allowed customers to earn points for every dollar spent on Pizza Hut purchases, including online orders, delivery, and dine-in. Customers could redeem their points for free pizzas, sides, and other menu items, providing an incentive for repeat visits. 

The loyalty program proved to be successful in driving customer engagement and loyalty for Pizza Hut. It attracted new customers and encouraged existing customers to increase their frequency of visits and spending.

Pizza Hut saw an increase in customer retention and repeat business, leading to higher sales and revenue for the company.

The conversion rates were impressive, with a remarkable 75% of email subscribers transitioning to Hut Rewards within the initial nine months of the launch. Pizza Hut experienced a notable 5% surge in the American Customer Satisfaction Index (ACSI), marking the most significant industry advancement of the year and securing the top position among national pizza chains.

Pizza Hut’s “Hut Rewards” loyalty program marketing case study is exceptional for its ability to effectively incentivize customer loyalty and drive repeat business. By offering tangible rewards for frequent purchases, Pizza Hut created a strong incentive for customers to choose Pizza Hut over competitors and return to their restaurants regularly. 

The program’s simplicity and accessibility made it easy for customers to participate, further enhancing its effectiveness in building brand loyalty and increasing customer lifetime value.

31. BMW’s “The Ultimate Driving Machine” Campaign

BMW’s “Ultimate Driving Machine” campaign, introduced in the early 1970s, remains one of the most iconic and enduring advertising campaigns in the automotive industry. The campaign aimed to redefine the perception of BMW automobiles by emphasizing the brand’s commitment to delivering unparalleled performance, precision engineering, and driving pleasure.

Through a series of television commercials, print advertisements, and digital content, BMW positioned itself as the premier choice for drivers who demanded more than just transportation – they sought an exhilarating driving experience unlike any other.

The campaign leveraged innovative storytelling techniques and striking visuals to showcase BMW’s vehicles in action, highlighting their agility, responsiveness, and dynamic performance on the road.

BMW has employed the tagline “Ultimate Driving Machine” for over three decades. Over this period, its sales in the U.S. have surged from 15,007 units in 1974, the year preceding the inception of the ad slogan, to an impressive 266,200 units in 2005.

BMW’s “Ultimate Driving Machine” campaign marketing case study is exceptional for its longevity, consistency, and effectiveness in communicating the brand’s core values and identity. By focusing on the driving experience and performance capabilities of its vehicles, BMW differentiated itself from competitors and established a unique position in the automotive market.

32. “The Most Interesting Man in the World” Campaign

Dos Equis launched its iconic “The Most Interesting Man in the World” campaign to redefine the beer industry’s advertising landscape. The campaign aimed to position Dos Equis as the beer of choice for discerning and adventurous consumers seeking sophistication and worldly experiences.

The campaign was about the enigmatic and charismatic character of “The Most Interesting Man in the World.” Portrayed by actor Jonathan Goldsmith, this suave and debonair figure embodied the epitome of sophistication, charm, and adventure. Through a series of memorable television commercials, print advertisements, and digital content, Dos Equis brought the character to life, regaling viewers with tales of his extraordinary exploits and remarkable accomplishments.

The campaign’s success was built on the strength of its storytelling and the allure of its central character. With his distinctive catchphrase, “I don’t always drink beer, but when I do, I prefer Dos Equis,” “The Most Interesting Man in the World” captured the imagination of audiences worldwide, becoming a cultural phenomenon in the process.

In 2009 Dos Equis saw an increase of 22% in sales, even while other brands were seeing a deep fall (beer imported into the U.S. flagged significantly as craft beer took over, and sales fell about 4%).

Dos Equis’ “The Most Interesting Man in the World” campaign marketing case study stands out for its boldness, creativity, and enduring appeal. By creating a compelling character and narrative that transcended traditional beer advertising, Dos Equis captured the hearts and minds of consumers, elevating its brand to iconic status.

The campaign’s success was driven by its ability to tap into universal themes of adventure, intrigue, and sophistication. By positioning Dos Equis as the beer of choice for those who embrace life’s extraordinary moments, the campaign resonated with consumers across demographics.

33. Apple’s “Get a Mac” Campaign

Apple’s “Get a Mac” campaign was a series of television commercials that aimed to highlight the superiority of Mac computers over PCs in a humorous and relatable manner. The campaign featured two characters: a young, casually dressed man representing a Mac computer (played by actor Justin Long) and an older, more formal man representing a PC (played by actor John Hodgman).

Each commercial followed a similar format, with the two characters engaging in witty banter as they discussed various aspects of computer usage and functionality. The Mac character would typically showcase the ease of use, reliability, and innovative features of Mac computers, while the PC character would struggle with technical issues, viruses, and compatibility problems.

The brilliance of the “Get a Mac” campaign lay in its simplicity and effectiveness. By personifying the two types of computers and highlighting the differences between them in a lighthearted and entertaining manner, Apple effectively communicated the benefits of choosing a Mac over a PC to consumers.

The effects were immediate. Apple experienced a surge of 200,000 additional Mac sales within just one month following the campaign’s debut. By year-end, sales figures exhibited a remarkable 39% increase compared to the previous year.

Apple’s “Get a Mac” campaign marketing case study is exceptional for its ability to effectively communicate complex technical concepts in a simple and engaging manner. By using humor and relatable characters, Apple made the benefits of Mac computers accessible to a wide audience, driving increased interest and adoption of its products.

Moreover, the campaign’s emphasis on user experience and innovation resonated with consumers who were increasingly seeking technology solutions that were intuitive, reliable, and stylish. By positioning Mac computers as the superior choice for creative professionals, students, and everyday users alike, Apple successfully differentiated itself from competitors and established a loyal customer base.

34. Procter & Gamble’s “Thank You, Mom” Campaign

Procter & Gamble’s “Thank You, Mom” campaign was a heartwarming and emotionally resonant tribute to the mothers of Olympic athletes. The campaign aimed to celebrate the unwavering support and sacrifices made by mothers in nurturing their children’s dreams and aspirations, particularly as they pursued excellence in sports on the global stage.

The centerpiece of the campaign was a series of television commercials and digital content that showcased the intimate and poignant moments between Olympic athletes and their mothers. These emotionally charged vignettes depicted the mothers’ role as pillars of strength, encouragement, and inspiration throughout their children’s athletic journeys, from their earliest beginnings to the pinnacle of their success on the Olympic stage.

By highlighting the profound bond between mothers and their children, the “Thank You, Mom” campaign struck a chord with audiences worldwide, eliciting a range of emotions from nostalgia and admiration to gratitude and reverence. It served as a powerful reminder of the pivotal role that mothers play in shaping their children’s lives and fostering their dreams, both on and off the field of competition.

Thank You, Mom was the biggest and most successful global campaign in P&G’s 175-year history with $500 million in global incremental P&G sales, 76 billion global media impressions, and over 74,000,000 global views.

Procter & Gamble’s “Thank You, Mom” campaign marketing case study is exceptional for its emotional resonance and universal appeal. By celebrating the selfless love and sacrifice of mothers, the campaign struck a chord with audiences of all ages and backgrounds, fostering a deep and lasting connection with the brand.

Moreover, the campaign’s alignment with the Olympic Games provided a powerful platform to amplify its message of gratitude and appreciation on a global scale. Through its partnership with the world’s premier sporting event, Procter & Gamble was able to reach audiences around the world and inspire millions with its heartfelt tribute to mothers.

35. Metro Trains – Dumb Ways to Die

Metro Trains’ “Dumb Ways to Die” campaign was a groundbreaking and innovative public safety initiative aimed at promoting railway safety in Melbourne, Australia. The campaign sought to raise awareness about the dangers of reckless behavior around trains and railway tracks in a creative and engaging manner.

At the heart of the campaign was a catchy song and colorful animation featuring a cast of quirky characters engaging in various foolish and dangerous activities, such as standing too close to the edge of the platform or playing on railway tracks. The song’s upbeat melody and humorous lyrics served to captivate audiences of all ages, while delivering a serious message about the potential consequences of risky behavior near trains.

In addition to the animated video, the “Dumb Ways to Die” campaign was accompanied by a range of educational materials and interactive experiences, including posters, social media content, and mobile games. These elements helped to reinforce the campaign’s safety message and encourage audiences to take positive actions to prevent accidents and injuries on and around railway tracks.

Thanks to this campaign, , Metro Trains found around a 20% reduction in train station incidents.

Within 24 hours of launch, the  Dumb Ways to Die song was ranked in the iTunes top 10. In just 48 hours it became number 6 in the singer/songwriter category globally. Many covers were produced by different artists and the song was used in school as an effective method for teaching safety.

Metro Trains’ “Dumb Ways to Die” campaign marketing case study is exceptional for its ability to tackle a serious and important issue with creativity, humor, and humanity. By using animation, music, and storytelling to deliver its safety message, the campaign transcended traditional public service announcements and connected with audiences on a deeper level.

The Future of Marketing Case Studies 

The exploration of these 35 top marketing case studies unveils a diverse array of strategies, executions, and exceptional results achieved by brands across various industries. From innovative product launches to impactful social campaigns, each case study exemplifies the power of creativity, strategic thinking, and consumer-centric approaches in driving success.

What stands out in these case studies is the emphasis on authenticity, engagement, and addressing consumer needs and aspirations. Brands that dared to be bold, transparent, and empathetic resonated deeply with their audiences, fostering lasting connections and loyalty.

Moreover, these case studies underscore the importance of adaptability and innovation in navigating rapidly evolving market landscapes. Brands that embraced change, leveraged emerging technologies, and responded effectively to shifting consumer behaviors emerged as leaders in their respective industries.

Ultimately, the success of these marketing case studies lies in their ability to capture hearts, minds, and market share through compelling storytelling, genuine human connections, and a relentless pursuit of excellence.

As brands continue to navigate the ever-changing marketing landscape, these case studies serve as valuable lessons and inspiration for creating impactful campaigns that stand the test of time and leave a lasting impression on consumers.

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Designing legislative responses to restrict children's exposure to unhealthy food and non-alcoholic beverage marketing: a case study analysis of Chile, Canada and the United Kingdom

Affiliations.

• 1 School of Population Health, University of Auckland, Auckland, 1023, New Zealand. [email protected].
• 2 The University of Sydney Law School, Camperdown, Australia.
• 3 Deakin, Global Centre for Preventive Health and Nutrition, Institute for Health Transformation, Geelong, Australia.
• 4 School of Population Health, University of Auckland, Auckland, 1023, New Zealand.
• PMID: 35870937
• PMCID: PMC9308290
• DOI: 10.1186/s12992-022-00865-x

Introduction: Introducing legislation that restricts companies from exposing children to marketing of unhealthy food and beverage products is both politically and technically difficult. To advance the literature on the technical design of food marketing legislation, and to support governments around the world with legislative development, we aimed to describe the legislative approach from three governments.

Methods: A multiple case study methodology was adopted to describe how three governments approached designing comprehensive food marketing legislation (Chile, Canada and the United Kingdom). A conceptual framework outlining best practice design principles guided our methodological approach to examine how each country designed the technical aspects of their regulatory response, including the regulatory form adopted, the substantive content of the laws, and the implementation and governance mechanisms used. Data from documentary evidence and 15 semi-structured key informant interviews were collected and synthesised using a directed content analysis.

Results: All three countries varied in their legislative design and were therefore considered of variable strength regarding the legislative elements used to protect children from unhealthy food marketing. When compared against the conceptual framework, some elements of best practice design were present, particularly relating to the governance of legislative design and implementation, but the scope of each law (or proposed laws) had limitations. These included: the exclusion of brand marketing; not protecting children up to age 18; focusing solely on child-directed marketing instead of all marketing that children are likely to be exposed to; and not allocating sufficient resources to effectively monitor and enforce the laws. The United Kingdom's approach to legislation is the most comprehensive and more likely to meet its regulatory objectives.

Conclusions: Our synthesis and analysis of the technical elements of food marketing laws can support governments around the world as they develop their own food marketing restrictions. An analysis of the three approaches illustrates an evolution in the design of food marketing laws over time, as well as the design strengths offered by a legislative approach. Opportunities remain for strengthening legislative responses to protect children from unhealthy food marketing practices.

Keywords: Canada; Child health; Chile; Food marketing; Law; UK; Unhealthy food.

© 2022. The Author(s).

Publication types

• Research Support, Non-U.S. Gov't
• Food Industry
• Marketing* / methods

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Inside Jack in the Box X Snoop’s Munchie Meal

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By The Drum, Editorial

June 6, 2024 | 2 min read

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Winning Food and Beverage Gold in The Drum Awards for Marketing Americas is Jack in the Box. Here is the award-winning case study.

Jack in the Box and Snoop Dogg, two California legends, teamed up to create Snoop’s own signature Munchie Meal, highlighting Jack’s undeniable connection to late-night activities. The release of the meal used wink-wink nod-nod messaging, reinforcing Jack as a trailblazer and friend to late-night shenanigans. By leveraging two exclusive interviews — one with Jack in the Box CMO Ryan Ostrom and another with Snoop Dogg himself — and delivering the meal to local broadcast studios, the campaign rollout was seen across social channels and wide-reaching national press coverage.

To close out the campaign with a bang, Jack also created Snoop’s own limited-time location in Inglewood, California, called “Dogg in Tha Box,” featuring an expanded menu of “Snoopiffied” late-night bites, from “Snizzacks and Sidez” to “Bizurgers” like the “D-O-Double-Jack” and “Tasy Mothercluckers” (Jack’s famous chicken sandwiches). Celebrating their revamped late-night menu with the release of the Snoop Munchie Meal, the goal was to remind customers that Jack is the undisputed leader of late-night: Snoop Dogg is the King of The Munchies, and Jack in the Box is the King of the Late-Night Munchie Meal.

This perfectly balanced campaign told the story of the dynamic duo and legends coming together to create a meal with Jack’s style and Snoop’s munchie expertise. The meal itself showcased Jack’s diverse menu — offering everything from giant chicken sandwiches to tiny tacos to baked brownies — while bringing the personality of the brand to consumers nationwide.

Ready to get your work recognized on a global stage? Enter The Drum Awards today . Need more inspiration, read our Award Winning Case Studies.

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The June 2024 issue of Beverage Industry features the annual top 100 beverage companies, creating for the shifts of today, embracing the wild side, building for tomorrow, and much more!

Cover Story

Alaskan Brewing stays true to state’s roots

Alaskan Brewing was founded out of a passion for beer, the lack of fresh beer in Alaska and an interest in building the state’s economy.

Telematics aid beverage operations inside and out

In beverage operations, drivers and equipment operators are striving to deliver product as efficiently and safely as possible, and are turning to solutions like telematics to realize those goals.

Architectural-led designs help beverage warehouses build for the future

For beverage manufacturers looking to tackle the challenge of building a new facility, experts highlight the ins and outs of planning to get the job done, as well as current trends that are shaping the need to build or revamp a facility.

Health attributes drive growth for tea, RTD tea category

As tea is considered to be one of the original functional drinks, experts highlight how the tea and RTD tea category is well-positioned to go on the offensive with innovations that meet consumers various need states.

Direct-to-consumer platforms offer benefits for both brands and consumers

Experts note how the direct-to-consumer channel is impacting beverage categories and sales.

Lifestyle trends drive growth for non-alcohol category

As lifestyle trends continue to drive growth for the non-alcohol category, brand representatives discuss how innovative products are meeting evolving consumer trends.

Hydrocolloids offer multitude of beverage benefits

Although hydrocolloids do not provide specific health benefits, experts note that their functional attributes make many of the trendy, health-forward drinks possible.

Beverage brands turn to innovative inks to create interactive experiences 

As the inks and coatings market continues to evolve, experts highlight some emerging innovations that beverage-makers could benefit from using.

Health and wellness goals lift fruit flavors in beverages

As beverage-makers look to align taste profiles with the growing demands on health-and-wellness products, suppliers are crafting solutions that support those goals.

Departments

Predicting the unpredictable

Understanding the differences in maintenance could be the key to major cost savings and reduced downtime.

NIL offers new opportunities for athletes, beverage brands

A budding marketing opportunity for brand owners, NIL is gaining traction, but as beverage companies look to engage in this realm, it is important to understand the dynamics.

Industry Issues

The Coca-Cola Co. launches proprietary insights platform, Coca-Cola Lens

The Coca-Cola Co., Atlanta, announced the launch of Coca-Cola Lens, an insights platform focused on growth, and designed to empower operators in the foodservice and retail industries to make data-driven decisions. 

New Products

On The Rocks’ Blue Hawaiian

On The Rocks Premium Cocktails unveiled its latest addition: the Blue Hawaiian, a vibrant tropical cocktail, marking the first of its limited-time offerings in 2024.

Vita Coco Treats

The Vita Coco Co., under its flagship coconut water brand, Vita Coco, unveiled Vita Coco Treats, a new coconut milk beverage. 

Q SPICY MANGO MARGARITA MIX

Q Mixers unveiled its newest flavor: Q SPICY MANGO MARGARITA MIX. 

Cayman Jack Sweet Heat Margarita Flavors

Just in time for spring and summer, Cayman Jack announced the launch of its Cayman Jack Sweet Heat Margarita Flavors. 

Táche Pistachio Milk Latte

Táche, a plant-based pistachio brand, introduced its ready-to-drink (RTD) Pistachio Milk Latte. 

RumChata Pineapple Cream

RumChata, a brand of Spirit of Gallo, introduced its RumChata Pineapple Cream, a new flavor made with RumChata’s signature premium Caribbean rum and Midwestern dairy cream. 

BIOLYTE powder packs

BIOLYTE announced the launch of its first-ever powder packets. 

Atomic Brands’ Bikini Island

Atomic Brands unveiled Bikini Island, a new line of ready-to-drink (RTD) cocktails containing a 5% ABV and just 100 calories in each can. 

Packaging News

Espolòn Tequila marks anniversary with first-ever limited-edition bottle

Espolòn Tequila is celebrating 25 years since the introduction of its signature Tequila Blanco with the launch of a limited-edition celebration bottle ― a first of its kind for the brand ― created by renowned Mexican street artist and illustrator, Edgar “Saner” Flores.  

BlueTriton launches aluminum bottles for 5 brands

BlueTriton Brands, Stamford, Conn., announced the release of new aluminum bottle packaging. Five of BlueTriton’s brands will be leading the charge with the new containers — Poland Spring, Deer Park, Ice Mountain, Arrowhead and Pure Life.

Tito’s Handmade Vodka introduces 50-ml 4-pack

Tito’s Handmade Vodka introduced a new product to its lineup. The 50-ml four-pack is now available at retailers nationwide.

Celestial Seasonings removes plastic overwrap

Celestial Seasonings announced a significant step forward in its commitment to improving the sustainability of its packaging. The global specialty tea brand no longer will include plastic overwrap on the boxes of more than 130 teas.

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How DAZN Decreased Churn & Maximized Lifetime Value with Optimove

Learn how the sports streaming giant transformed its targeting strategies and user engagement tactics with optimove.

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Why it Matters:

It has never been more difficult for brands to engage with customers in a way that ensures relevance, secures conversion, drives loyalty, and maximizes lifetime value.

Sports streaming giant DAZN (pronounced “da zone”) was faced with this very challenge. The CRM team needed to be able to understand the significance of customer behaviors so they could tailor campaigns, communications, and messages, and send them at the right moment on the right channel.

In this case study, you will learn how DAZN overcame the challenge by transforming its event-led tactics into customer-led marketing with Optimove.

Key Takeaways:

• Putting an end to rigid, event-led campaigns     Before Optimove, DAZN had a CRM strategy in place that was comprised of rigid, event-led campaigns and limited segmentations, which were based on just one type of customer interest.
• Reducing churn and increasing revenues   This approach did not support their goals of improving customer retention and driving new revenue opportunities. 
• Understanding customer behavior & driving personalization   The company needed a deeper and broader understanding of customer behaviors, so it could predict which campaigns would be most effective and know how to tailor communications to each customer’s needs and preferences. 
• Implementing a whole new, customer-led approach to campaigns   The Optimove Customer-Led Platform was selected for its ability to power customer insight discovery, adapt in real time to dynamic customer behaviors, and orchestrate highly personalized marketing campaigns. 
• Enhancing customer loyalty, retention, and lifetime value   Now, DAZN is creating multiple segmentation layers and micro-segments, identifying the optimal channel for execution, gaining visibility into new and updated behavioral trends, and more, enhancing engagement, experiences, and customer lifetime value.      “Our CRM plans are continuing to evolve, and Optimove is helping us to pivot away from primarily event led campaigns to a much more personalized, customer behavior-led approach,”    Andrew Stewart, Senior CRM Manager, Technology, DAZN.  

DAZN is a global leader in providing live and on-demand sports streaming services. Its platform is home to some of the world’s most popular and important sporting events, including the Super Bowl, El Clasico, Formula 1, and more, and is available in over 200 countries.

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A need for a new approach for new revenues  

When DAZN started moving more and more towards multiple products, services, subscription models, and markets, it realized that it also needed a new approach to meeting their key CRM KPIs: 

• Increasing on-platform engagement whether by providing new information about content that customers are already aware of or by exposing them to new content.  
• Cross-selling new contents, products, and services.  
• Reducing churn and winning back customers who had cancelled their subscription.  
• Delivering the best possible customer experience. 

Its long-time objective as a subscription company – to ensure that customer subscriptions remain active – could no longer be the driving force of the CRM team’s strategy and tactics. 

Guide to Advanced Customer Segmentation

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Old tactics just don’t make the grade  

Traditionally, the CRM team’s targeting strategy had been driven by behavior-based segmentation.

It entailed identifying the customer’s viewing activity and building segmentations based on engagement with one specific type of content, sport, favorite team, or event.

This approach presents a challenge because it is rigid and lacks the flexibility and adaptability required for segmenting customers beyond a single parameter.

DAZN needed a way to determine all the types of content that customers are engaging with on the platform, such as boxing, soccer, and basketball, instead of just Manchester United.

This is the only way to gain the insights required for increasing engagement and growing revenues.

Additional challenges included:

• SQL for campaign set up was complex and required technical and analytical expertise.
• Automated lifecycle journeys triggered at customer touchpoints such as cancellation along with event-led campaigns meant that granular personalization was impossible.
• No easy access to insights into what was working with their campaigns and what wasn’t, kept implementing timely fixes based on actual performance out of reach.

The wish list  

To help the team achieve its CRM goals, DAZN was looking to be able to create smarter segmentations for smarter targeting, and to do so easily and quickly.

They needed to be able to create customer profiles that are based on more than one dimension, to know when their customers prefer to receive communications, as well as to identify similar cohorts of users, and do all this fast.

In addition, the DAZN team also needed to make sure that they were sending the right messages to the right customers, at the right time, and on the right channel.

And finally, it was critical to empower CRM managers with simplified campaign build, management, and performance measurement.

In comes Customer-Led Marketing  

“So, when looking at what we needed for our marketing CDP, we felt that Optimove provided the best fit for addressing some of the pain points of our previous stack.”

To help it upgrade its marketing stack DAZN came to Optimove. And now, with customer-led marketing, the team has overcome the main challenges to meeting its strategic KPIs, having implemented the five key building blocks of its smarter targeting:

• A bespoke customer model for gaining a more granular view of both active customers and lapsed users.
• Insights into purchase history , or in DAZN’s case ‘streaming history’, for easily understanding viewing behavior at the individual customer level, including what content they’re watching, how they’re watching it, and when.
• The Optimove Mission Control dashboard for single-view monitoring and analysis of all marketing campaigns, with prioritization that enables targeting the right customers with the right messaging.
• Intuitive target group creation , having replaced SQL audience builds, for ease and simplicity.
• Campaign KPI definition with the ability to easily define both test and control audiences for gaining insights into campaign efficacy and making timely changes when required.

“We’ve made some big leaps forward in how we operate on a day-to-day basis.”

The Guide to Advance Customer Segmentation

Go in depth on advanced segmentation with this guide which was written based on analyzing tens of thousands of segments across Optimove’s customer base. 

Looking ahead

In just a few short months, more than 100,000 unique campaigns having been delivered across every stage of the customer lifecycle. And all of DAZN’s marketing and service communications, across email, push, in-app messaging, and social audiences are now managed with Optimove’s Customer-Led Platform.

And that’s just the beginning.

For more insights on how to benefit from Customer-Led Marketing, contact us today – or request a Web demo .

Rob Wyse is Senior Director of Communications at Optimove. As a communications consultant, he has been influential in changing public opinion and policy to drive market opportunity. Example issues he has worked on include climate change, healthcare reform, homeland security, cloud transformation, AI, and other timely issues.

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Rusty Warner, Forrester VP, Principal Analyst, to Speak at Optimove’s Connect Conference in London on March 20-21

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Google Case Study Shows Importance Of Structured Data

Google published a case study showing how structured data and optimizing URLs for crawling resulted in nearly doubling clicks from the SERPs

Google published a case study that shows how using structured data and following best practices improved discoverability and brought more search traffic. The case study was about the use of Video structured data but the insights shared are applicable across a range of content types.

The new case study is about an Indonesian publisher called Vidio.

How CDNs Can Cause Indexing Problems

One of the interesting points in the case study is about an issue related to how CDNs can link to image and video files with expiring URLs. The new documentation specifically mentions that it’s important that the CDN uses stable URLs and links to another Google documentation page that goes into more detail.

Google explains that some CDNs use quickly expiring URLs for video and thumbnail files and encourages publishers and SEOs to use just one stable URL for each video. Something interesting to note is that not only does this help Google index the files it also helps Google collect user interest signals.

This is what the documentation advises :

“Some CDNs use quickly expiring URLs for video and thumbnail files. These URLs may prevent Google from successfully indexing your videos or fetching the video files. This also makes it harder for Google to understand users’ interest in your videos over time. Use a single unique and stable URL for each video. This allows Google to discover and process the videos consistently, confirm they are still available and collect correct signals on the videos.”

Implementing The Correct Structured Data

Google highlighted the importance of using the correct structured data and validating it with Google’s structured data testing tool.

These are the results of the above work:

“Within a year of implementing VideoObject markup, Vidio saw improvements in impressions and clicks on their video pages. While the number of videos that Vidio published from Q1 2022 to Q1 2023 increased by ~30%, adding VideoObject markup made their videos eligible for display in various places on Google. This led to an increase of ~3x video impressions and close to 2x video clicks on Google Search. Vidio also used the Search Console video indexing report and performance report, which helped them to identify and fix issues for their entire platform.”

Indexing + Structured Data = More Visibility

The keys to better search performance were ensuring that Google is able to crawl the URLs, which is something that can easily be overlooked in the rush to correlate a drop in rankings to a recent algorithm update. Never rule anything out during a site audit.

Another thing the case study recommends that is important is to assure that the proper structured data is being used. Using the appropriate structured data can help make a webpage qualify for improved search visibility through one of Google’s enhanced search features like featured snippets.

Read Google’s case study:

How Vidio brought more locally relevant video-on-demand (VOD) content to Indonesian users through Google Search

Featured Image by Shutterstock/Anton Vierietin

I have 25 years hands-on experience in SEO and have kept on  top of the evolution of search every step ...

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