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.
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.
In our health-conscious society, people associate soda with social guilt.
Soda is a drink of comfort, not nutrition.
Soda isn’t for your body, it’s for your soul.
Krissy Sanchez - Strategy
Danielle McKinley - Strategy
Mya Passamore - Copy writer
Clive Neish - Art Director
Jessica Pester - Art Director