Soft drinks are “a non-alcoholic drink that usually contains carbonated water, a sweetener, and a natural and/or artificial flavouring.” Soft drinks used to be Coca Cola, Pepsi, or another major. Social media was red or blue. New, interesting brands dominate the soft drinks industry in 2023. This Moondust Agency article discusses soft drink marketing. We’re also exploring 3 new soft drink brands you should follow on social media!
Soft Drinks 2023
- During the epidemic, soft drinks outperformed alcohol.
- Due to pandemic-driven snack demand, Coca-Cola jumped 7.4% and PepsiCo 14.2%. To stay competitive, Coca-Cola dropped 200 brands worldwide and focused on its greatest sellers.
- Alcohol companies are “spiking” non-alcoholic drinks. Coffee and old-fashioned lemonade are popular. “Hard coffee” sales rose 11,000%. (now we know why Zoom coffee drinkers appear so cheerful).
- After covid19, consumers prioritize health and wellbeing. First, the infection, then consumer weight gain and health difficulties. Average sodas have 33 grams of sugar! Sugar-free soft beverages with vitamins, minerals, CBD, probiotics, energizing or soothing characteristics, cleaner ingredients, mood enhancers, and stress relievers are becoming more popular.
- Environment and sustainability are also important. The water and most soft drink containers are plastic. Rotten and other Netflix food and beverage series have drawn viewers. “Troubled Water” exposes how Nestlé affects municipalities that use their water supplies to make their own branded water products. Soft drinks firms must address this issue as 65% of UK and 53% of US customers prefer eco-friendly products. It allows nutritious, eco-friendly soft beverages.
- Quirky mixers are also rising. PepsiCo introduced Neon Zebra, their whimsical mixers for the post-Covid19 party at home/home cocktail market, in March 2023.
Remedy Drinks
In 2012, Sarah and Emmet Condon founded Remedy on their kitchen bench in Melbourne. Brands with backstories are more real and likeable. Millennials and GenZ value it more. Their tale begins:
“Sarah and Emmet Condon started Remedy in their kitchen without knowing what was ahead. We lied. They sensed. They made kombucha. Their kids liked it. Mates were hooked. Family members were tasting more.”
Kombucha is a fermented, mildly effervescent, sweetened black or green tea drink with health benefits. The brand manufactures several flavors.
The brand’s social media strategy and Aussie-style website win.
Their Success
- Remedy’s dietician is Jacqueline Alwill. She gives recipes and health advice. Like this Facebook recipe, we enjoy off-brand dishes. Brands must be beneficial. Easter chocolate recipes on social media work.
- Instagram fitness influencers collaborated. Remedydrink ambassador @samjameswood posts great ad break exercises. This reinforces the brand’s healthy image and exercise advice.
- They create fantastic UGC with lifestyle influencers. Like @misscharlot’s post. These posts portray the brand as a pleasant, family-friendly soft drink. They also increase brand awareness.
- They support worthy projects. I quit sugar. Being able to associate your soft drink with a certified health organization for no sugar, diabetes, or a marathon or triathlon is huge. This proves you’re a legitimate, healthy brand. As mentioned, that’s a significant positive right now.
- Great blog. Moondust loves blogging and Remedy’s relevant, useful, and kind blog. This blog excerpt:
- Since listening to the podcast, you have a rigorous sleep routine and no longer party till 4 AM. You now have “screen-free” time every night, drinking medicinal mushroom and ashwagandha hot cocoa and rereading the Power of Now. Here are some indicators you’re growing healthy!
- Their blog amused and inspired us, which was the purpose. Diet and exercise lectures annoy consumers. They want advice, motivation, and enjoyment.
Poppi Drinks
“WOW those colors!” is your first impression of Poppi online. Poppi’s vivid colors stand out among white, minimalist soft drinks.
Another fantastic husband-and-wife company, it gained Shark Tank investment and become a delightful, nutritious soft drink brand. Natural prebiotics from unfiltered Apple Cider Vinegar—a digestive health powerhouse—set the product apart. Fresh fruit, under 5g of sugar, 20 cals per can, fat-free, Gluten-free, Non-GMO, and Vegan are also promoted. What about their marketing? Let’s see.
Their Success
- Branding again. Poppi’s cans and web typefaces match. Sounds easy, yet few firms do this, and it leaves a great impression on customers scouring shelves. Humans cannot recall colors beyond the main color wheel, according to studies. Thus, primary colors are ideal for jogging memory.
- Happy Instagram! Poppi can better target their audience by focusing on IG and Facebook. Their Instagram is colorful, organized, and full of great highlights.
- They justified their drinks. Their 101 advantages include digestive health, improved skin, weight loss, cholesterol reduction, and more. It’s entertaining and simple to read. Bullet points help readers skim and keep focus.
- Engaging questions. Asking questions and communicating with followers is essential on social media. Answer your own questions! You wouldn’t pose a question in person and leave, right?
- Awesome ingredient list postings. Mainstream drinks have extensive, intimidating ingredient lists. Preservatives, dyes, and unpronounceable terms. If your soft drink is clean and nutritious, advertise it with engaging, social media-friendly visuals like this one.
- We adore the fashion and influencer connection. Gel nails match cans in this IG tale. Very Instagram!
- The brand is associated with health and beauty, and photographs like this prove Poppi belongs in your cosmetics cabinet. Smart.
- Great social media reviews. These give postings credibility and interest. Especially when they include 500K+ follower accounts like @byrdie.
Spindrift
Bill Creelman invented Spindrift, America’s first fruit-squeezed sparkling water. Spindrift first gained the attention of Boston’s craft beverage and foodies. It’s now a US retail cult. This team page is great. Honest and enjoyable. See it.
Spindrift performs human-to-human well on their website and social media. This brand is relevant through showing the crew, farmers, and customers. Big soft drink firms have tried to copy it, but it doesn’t seem authentic.
Their Success
- Love the farmer emphasis. Consumers will like the lovely images, farmer information, and farm maps. Soft drink customers choose ethical brands with natural components.
- actual fruit comes from actual growers. From citrus to cucumber, we collaborate with the right people in the right places.
- We love them on Pinterest! They pin pleasure, adventure, happiness, and nature. Their online board displays drink reviews and media attention. Very smart.
- Their alcohol brand was distinct. Remember “spiked drinks”? Spindrift retweeted Spindrift Spiked, their new alcoholic brand, revealing how they maintained the brands distinct on social media. Spiked has a distinct webpage. They’re correct to. Healthy juice consumers may not seek booze. Also, age. Spiked’s webpage captures age. Something the original Spindrift wouldn’t need to do as their items are for all ages. This split permits separate marketing and targeting.
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