Approach:

Relevance started with a detailed study of perceived positives and negatives of the three categories of interest, carbonated drinks, ebergy drinks and RTD teas. We analysed each of these category drivers further, by segmenting them into target groups and diagnosed the barriers that CSD was facing among the younger segments. 
Using Relevance TAGS® methodology, we found out what brand Coca-Cola really stands for, in the minds of each of the target segments, and which associations might have eroded its overall brand love scores. We analysed the needs of each segment and identified the specific areas where the brand was losing some of its relevance among the younger generations. Final recommendations were made to relook into certain aspects of positioning, that could be enhanced or revisited, to reignite excitement among teenagers.