By Jyoti Chugh Bhatia, Group Director, Gozoop Creative
When the mercury rises, so does the competition in the beverage aisle. But in 2025, summer marketing isn’t just about quenching thirst—it’s about capturing attention before the first sip. It’s no longer just about selling drinks. It’s about shaping moments, sparking conversations, and owning the culture.
This season, beverage brands aren’t merely cooling people down—they’re heating up the marketing game. With sharper storytelling, bite-sized formats, and Gen Z-centric vibes, campaigns are no longer confined to the bottle. They’re crafted for screens, social feeds, and shared experiences.
Coca-Cola: Turning Breaks into Brand Moments
Coca-Cola struck gold with its ‘Halftime’ campaign, seamlessly timed with the 2025 ICC Champions Trophy. In a cricket-obsessed nation like India, the mid-match break is sacred—and Coke made sure it was synonymous with refreshment.
The insight was beautifully simple: halftime isn’t downtime—it’s Coke time. From family living rooms to snack counters and stadium stands, Coke was everywhere. Through digital storytelling, influencer integrations, and in-stadium branding, the brand turned a campaign into a ritual. They didn’t just place ads—they embedded themselves into India’s favorite summer sport.
Tim Hortons India: Sips Meet Style
Meanwhile, Tim Hortons India brought a dose of aesthetic flair to the season with its #GetYourFizOn campaign. This one was all about the art of balance—between flavor and visual appeal.
With pastel-toned Reels, limited-edition beverages, and a breezy, Instagram-friendly vibe, the brand created more than just a summer drink—it crafted an experience. The drinks didn’t just taste good, they looked even better. And in an age of lifestyle-first consumption, that mattered.
It was an invitation to chill out in style—tailored for a generation that curates both mood and menu.
Sprite: Coolness Reimagined
When it comes to staying cool—both in temperature and tone—Sprite continues to lead. This year, they refreshed their iconic ‘Thand Rakh’ campaign, reminding everyone why Sprite is the OG summer companion.
The campaign featured a vibrant cast including Sharvari, Varun Tej, Vedang Raina, and Dev Adhikari, all caught in the chaos of everyday life—from traffic troubles to online meltdowns. The solution? Sip Sprite, stay chill, and keep your cool.
With a full-fledged rollout across TV, digital, and social media, Sprite reinforced its role not just as a beverage, but as an attitude.
Beyond Beverages: Branding Culture, Not Just Products
What ties these campaigns together isn’t just fizz or flavor—it’s a cultural mindset. Today’s leading beverage brands understand that success isn’t about shouting the loudest. It’s about showing up meaningfully—speaking to identity, mood, and shared moments.
They’re not just quenching thirst—they’re refreshing timelines, aesthetics, and even emotions.
The focus is authenticity over gimmicks. Relatable storytelling over product placements. Presence over promotion.
What’s Next: The Evolution of Summer Sips
The landscape is changing fast. Gen Z is rewriting the playbook, and the smartest brands are following suit—not by chasing trends, but by creating them. They’re blending lifestyle, pop culture, and purpose into every post, product, and promo.
Summer 2025 has proven one thing clearly: the best marketing doesn’t just sell—it resonates.
So, what’s in your cup this season? Hopefully, something that cools you down—and inspires a scroll-stopping moment too.
This article is authored by Jyoti Chugh Bhatia, Group Director, Gozoop Creative.
Disclaimer: The views expressed are the author’s own and do not necessarily reflect the position of the publication.
