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.
adidas advergame advergames advertainment advertising ambient marketing australia belgium best brazil coca-cola email marketing facebook fashion france germany google heineken ikea infographic italy japan marketing mobile content mobile marketing msn nike nokia online ads online advertising online campaign online marketing print advertising rich media samsung sms spain sweden tvc twitter uk video of the day viral marketing volkswagen wieden + kennedy