How can we boost a “flavorless” soda through day-to-day mixing occasions?

Club soda is BORING! We’ve been drinking the saaaame soda for 100 years...

That's the reality facing Bretaña, which, holding a 92% market share in its category, had nowhere to grow unless it expanded the category to increase its sales. But how do you grow a category without innovating in the product?

That's when it decided to turn its major weakness into an opportunity to become the talk of the town: Bretaña's neutral flavor can be mixed. Since 2014, Bretaña has claimed the realm of mixing, but this needed a revamp. That’s why we created the Mixes+Stories platform, inspiring new ocassion for consumers themselves, with their ideas, to turn it into much more than just a soda. As a result, not only did it maintain its leadership, but consistently grew the soda category, making it trendy.

Key Results:

• Effie 2017, Non-Alcoholic Beverages: “Mezclas Bretaña”.

• Market share grew 3% while the category expanded as a whole with new consuption ocassions.