The coolest gargle

Soft drink manufacturers quench thirsty throats with different campaignsThe soft drink market is stable. According to the market research institute ACNielsen, sales volume in the Swiss retail trade rose only moderately from 269.8 to 271.7 million liters over the last three years. The trend in sales was better over the same period, rising from 336.2 to 346.3 million Swiss francs, with dairy serums seeing the most striking growth. In the battle for flavors, cola beverages are far ahead of the second-placed orange beverages (17 percent) with 43 percent.But the calm market conditions are deceptive, because things are far from friendly in the soft drinks industry. In recent years, the launch cadence has increased rapidly. Brands are staging themselves with the most unusual and calculated marketing strategies possible and are fighting for their shares. In creative competitions, a corresponding development can be seen in the work submitted. For the approaching thirsty season, local agencies have also designed and implemented campaigns for their soft-drink customers. You can find a selection starting on page 6