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New research from Initials reveals consumers are switching to challenger brands

New research from Initials reveals consumers are switching to challenger brands

by on November 29, 2018

Challenging the challengers

Launching today, new research conducted by independent creative agency Initials has found consumers are switching to challenger brands in their droves, with over two thirds of respondents saying being exposed to a multitude of marketing messages was making them less loyal to established brands.

The findings expose five harsh truths established brands must tackle in the face of the challenger brand phenomenon.


The Grocery Eye – soft drinks – SPA Future Thinking

by on April 25, 2014


Exclusive interview / “We will be opening our new food stores at the rate of one a week” / Sir Philip Green of BHS

by on March 28, 2014

BHS department stores start selling food.Sir Philip Green announced this week the launch of new supermarket competitor BHS Food, promising to undercut rivals on branded goods by 10 per cent.

I went through to check out the new BHS food store concept at Staines this morning. It had its grand opening yesterday. A section of the store has been set aside for branded products such as bread and cakes, frozen items and soft drinks.


Getting the ‘Green’ light on 10% cheaper foods

by on March 24, 2014

BHS food '10% cheaper than Tesco'

Retail mogul Sir Philip Green is reportedly plunging into a supermarket price war as his BHS department stores start selling food.



‘ARGH!’ / What do you think of the new ‘provocative’ Tango ads?

by on June 9, 2013

Tango will return to television advertising for the first time in five years with a "irreverent and provocative" campaign.

Watch the video

The soft drinks brand has dropped its ‘you know when you’ve been tango’d’ message in favour of a campaign called ‘aargh!’ that once again focuses on the "intense" orange flavour of the drink.


SodaStream – ad banned and deemed inappropriate for UK audiences

by on November 23, 2012

Watch the video.

UK TV ad body Clearcast bans SodaStream ad knocking bottled fizzies – to protect who from what?

SodaStream was yesterday informed by Clearcast - the organisation that pre-approves UK TV advertising and is jointly funded by the UK’s major broadcasters - that its new global advertising campaign had been pulled from transmission and could not air in the UK market yesterday evening on ITV1.

This eleventh hour decision came ahead of the ad’s scheduled premiere during the ‘I’m a Celebrity’ break last night (Thursday 22nd November).  Despite already airing successfully in the United States, Sweden and Australia, it has been deemed inappropriate for UK audiences.