Digital advertising and marketing: only the best ideas worldwide, since 2003

The soft drinks battle is online

July 27, 2005 at 10:12 by Martina Comments

Le Journal du Net (in French) investigates the importance of the Web for soft drinks brands. In France, but not only there, Coca-Cola, PepsiCo, Orangina-Schweppes and Unilever are fighting to get people’s attention online. They are moving more and more money to the Internet and even changing their own corporate structure to adapt to the new challenges: Orangina, for example, since 2001 has its own internal web agency.
Since the main target audience for soft drinks (12 to 30 years old) is heavily using the Web, the communication strategy needs focus on the Internet, where advertising budgets are also easier to manage if compared to Tv. Micro-sites, online competitions with a touch of mobile content tend to be entertaining and funny and to take advantage of the new options offered by digital music.

Comments are closed.

Advertise here