• by Danielle Oster , January 1, 2025

There was a lot to keep up with in 2024 for technology and beverage (mostly non-alcoholic) brands -- which was reflected in this writer’s most-read stories.

Brands employed both time-tested and novel strategies to try to stay ahead of evolving consumer expectations.

Topping the list was all-digital wireless network Visible responding to Mint Mobile’s widely-advertised “Unlimited” price promo by calling out that deal’s limitations and offering consumers a counteroffer the Verizon Value brand says is better. On its heels was a story about the irresistibly cute Cadbury Bunny tryouts.

Several of the most-read stories this year focused on marketing strategies for big soda brands. Topping the list, Coca-Cola discussed shifting its focus to digital advertising during an earnings call earlier this year.

The biggest news on the soda wars front this year was arguably Dr Pepper overtaking Pepsi as the number-two soda brand. For Marketing Daily readers, it was Dr Pepper bringing back its popular “Fansville” campaign for the seventh straight year that attracted the most attention.

Another big story: Coca-Cola released its first “permanent addition” to its flavor portfolio in three years with the launch of Coca-Cola Spiced back in February. (Ultimately, the release proved to be not so “permanent” after all, as Coca-Cola announced it was “phasing out” the newly released flavor by the time October rolled around.

Celebrity-powered stories were also popular. Topping the list was news of actress Olivia Culpo making her debut  as a spokesperson for Coca-Cola’s BodyArmor Zero Sugar -- alongside her fiancé, 49ers running back Christian McCaffery.

Another star-studded campaign attracting readers’ attention was coffee brand Lavazza reuniting “The Office” alums Steve Carell and John Krasinski for its ambitious “Pleasure Makes Us Human” campaign, which kicked off in August.

Pedro Pascal is arguably one of Hollywood’s biggest stars, so it’s not surprising that news of Corona naming Pascal as brand ambassador was one of the year’s most-read stories.

Rounding out the celeb-centered stories was another nearly universally loved star: Aubrey Plaza. Plaza starred in Mountain Dew’s Super Bowl spot, which saw her deadpanning “Having A Blast” throughout the ad before reuniting with fellow “Parks & Rec” alum Nick Offerman near the conclusion of the spot. PepsiCo’s focus on the brand for the Super Bowl followed the company’s decision to make the Baja Blast line a permanent, widely available fixture in its flavor portfolio.