National Soda Association

An American beverage trade association

Background + Problem

Between the big three — Coca Cola, Pepsi and Dr P — the association was formed to assist in the declining sales of soda in the U.S. Given the many healthful, caffeinated and alternative options of today, soda is not being consumed as it once was years ago.  

 

Yet while healthy category has grown, we also found growth in the indulgent category specifically for cravings of comfort. 

 

Opportunity

We found that men have not given up on their sodas and are more inclined to purchase and consume more frequently. The stronger opportunity is women. Young women, ages 21-34 that did not deny their indulgences when it came to food and drink and believed that a balanced life is more ideal than restriction. 

 

Insight

In our health-conscious society, people associate soda with social guilt.

 

Single idea

Soda is a drink of comfort, not nutrition.

 

Creative Idea

Soda isn’t for your body, it’s for your soul.

Team

Krissy Sanchez - Strategy

Danielle McKinley - Strategy

Mya Passamore - Copy writer

Clive Neish - Art Director

Jessica Pester - Art Director

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