Page 46 - BrandZ Top 100 Most Valuable Global Brands 2014

Section 03 | The Categories
Food and Drink | Soft Drinks

In its focus on events and youth, Pepsi Action Points for Brand Building
Spotlight
Insight
resembled the approach of Red Bull, the Insight
energy drink, with its sponsorship of
music events along with extreme sports 1. Innovate
2. Create new experiences
Cola crosses all age
and other high-energy adventures. groups, as energy Health concerns about CSDs Drinking involves more than quenching
Has the soda decline Sprite, a Coca-Cola lemon-lime drink, Changing habits (Carbonated Soft Drinks) aren’t going to thirst and enjoying taste. The experience
continued to beneit from being a clear drinks draw young
inally izzed out?
beverage, which adds to the perception drive shift away disappear. But the category is broader consumers have as they drink a beverage
that it’s a healthier carbonated option.
than CSDs and it’s possible to grow in also inluences their feelings about
from cola
Cola drinkers span all age groups, areas that satisfy both the consumer the brand.
Carbonated Soft Drink (CSD) especially in the US. Energy desire for a satisfying beverage and
consumption has declined over The Coke “Open Happiness” campaign drinks are popular with young health concerns.
3. Support the brand
connected with people in an emotional In developed markets,
the past 25 years. The recent way that emphasized the appeal and consumption of carbonated people. In the Brazil, the US and Integrated media campaigns can
backlash from critics regarding universality of the brand rather than the drinks has been virtually lat for Europe about a third of people strengthen the consumer’s emotional
high calorie and sugar content age 25 to 34 said they had an
accelerated this trend. In addition, properties of the product. In an ad shown several years. Demographics
energy beverage in the past year.
connection to the brand when the
diet soda has faced criticism during the Super Bowl, Americans of in part drive this trend, but so stories evoke positive memories
various backgrounds performed do changing tastes and health and connections.
Cola drink consumption 2013
about artiicial sweeteners. “American the Beautiful,” each phrase concerns. Young people remain
Historically, 85 percent of the US sung in a different language, connected the primary consumers of
population consumed CSDs. Now, seamlessly into a musical quilt carbonated drinks, but they are Brazil
less than two-thirds drink in the
average week. However, in the representing America’s diversity. To build drinking less soda than past
past two years the category has on the traditional connection between generations did. In Europe that
cola and food, Coke marketing attempted population segment is shrinking 75
stabilized; still attracting more to associate the brand with the home while in the States, the Millennial
consumers than any category mealtime occasion.
group is growing slightly, but
excluding tap water and owning US
the need for a “fun treat.” With they have less money and
the innovative surge of lower Fast growing markets
more choices than previous
generations. Driven by health Insights: BrandZM BigData
74
calorie and natural variants, can concerns and changing lifestyles
the category attract consumers Marketing cola as a drink for mealtime and tastes, young people
back to CSDs?
traditionally has been a way to cultivate
cola drinking in fast growing markets. are turning to other soft drink Category goes lat Soft Drinks Top 10 brands
Europe
Lauren Masotti
However, the standard assumption that options like enhanced waters as attitudes change
and energy drinks.
2008
Client Executive – US Beverages
rising wealth will drive steady soft drink Meaningful 110
Kantar Worldpanel Lauren.Masotti@kantarworldpanel.com
growth in those markets is less true today Lloyd Burdett
61
The health and obesity debate,
because more products compete for the government pressure and consumer Trust 97
spending of the rising middle class.
Head of Global Clients and Strategy
The Futures Company lloyd.burdett@thefuturescompany.com
awareness of ingredients are
2014
In expanding in fast growing markets, all contributing to a decline in Energy drink consumption 2013
“meaningfulness” (generates ‘”love,” Meaningful 101
brands faced multiple challenges meets needs) of the carbonated soft Trust 93
Brazil
including the taste appeal and health drinks category. Although the leading
concerns. Health and childhood obesity Source: BrandZM database
Marketing the brands
are factors in China. Chinese generally brands, and Coca-Cola in particular, All brands average = 100
don’t like the sensation of carbonation continue to be extremely successful and 25
engage their consumers, we see a decline
Pepsi refocused on the Pepsi brand and and prefer other drinks, like tea.
in “meaningfulness” and “trust” as
invested heavily in marketing, particularly consumer needs and attitudes change.
US
Tea is also popular in India. Indians are
on traditional media, having focused more disposed to drink carbonated
earlier on social media. It aimed at beverages, and they have options to 17
reaching young cola drinkers with
its “Live for Now” campaign and with choose from, including Coke, Pepsi
the use of celebrity spokespersons, and Thums Up, a local brand acquired Europe
by Coke.
including Beyonce.
In another version of spreading
Pepsi also attempted to reach a young happiness, Coke featured people in India 23
audience with the variety of lavors
available from its Aquaina bottled water and Pakistan in front of Coke vending
brand. Its Gatorade continued to machines designed so that the people
from each nation could see each other,
dominate the sport beverages. After communicate and exchange the gift of
public concern over a Gatorade ingredient a Coke.
called BVO, brominated vegetable oil,
Source: TGI 2013 / Percent of consumers who drank beverages within the past year.
the brand agreed to remove it.
Europe includes the UK, Spain, Germany
and France.

90 BrandZM Top 100 Most Valuable Global Brands 2014
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