A&W Cream Soda, including its diet and zero-sugar variations, has become a classic American soft drink with a rich history and clever marketing strategies. Introduced in 1986 by Keurig Dr Pepper, it quickly gained popularity, becoming a staple for family nights and sweet treat enthusiasts.
A&W Cream Soda's Origins
A&W Cream Soda and A&W Diet Cream Soda were introduced in 1986, expanding the A&W brand beyond its iconic root beer. The company sought to capture a broader audience with this new flavor profile, emphasizing a creamy and smooth vanilla taste.
The Rise of Popularity
In 1991, A&W launched its most popular cream soda campaign, featuring Snoopy and Woodstock from the Peanuts Gang comic strips. These special edition cans depicted Snoopy participating in various summer activities, such as playing baseball, having a cookout, lifting weights, surfing, walking the beach, riding a bike, jumping hurdles, and listening to music. The collaboration with such beloved characters significantly boosted the brand's visibility and appeal, making these cans highly sought after by consumers.
Innovative Marketing Techniques
A&W employed several innovative marketing strategies to distinguish its cream soda in a competitive market:
Polar Bear Commercials
Following Coca-Cola's use of polar bears in advertising, A&W created its own commercial featuring both a real and a mechanical polar bear. The real polar bear, yawning, represented the regular A&W Cream Soda, while the ice-skating mechanical polar bear symbolized the sparkling version. This clever contrast aimed to highlight the differences between the two products and attract a larger audience. Coca-Cola's first polar bear print advertisement made its debut in France in 1922, and for the next 70 years, polar bears appeared sporadically in print advertising.
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Strategic Partnerships
A&W strategically partnered with various entities to expand its reach and increase sales:
- Asia Expansion: A&W worked with a signed agreement to increase the distribution of its bottled products in Asia. The company anticipated selling $500 million of A&W soft drinks in Asia within ten years, aiming to match the prevalence of brands like Pepsi.
- Baywatch Collaboration: In 1994, A&W invested $7 million in marketing promotions, including a partnership with the popular TV show Baywatch. In-show placement on four episodes of Baywatch appeared. The advertisement was shown as sponsors of a boogie board test during the episode. Recognizing Baywatch's high viewership, A&W secured in-show placement in four episodes, featuring their product during a boogie board test. This integration exposed the brand to a vast audience, driving sales and enhancing brand recognition.
"A Little Sparkle in a Vanilla World" Campaign
A&W also launched a $1.5 million ad campaign with the slogan "a little sparkle in a vanilla world." This campaign featured everyday people, from children to grandparents, expressing their satisfaction with A&W Cream Soda. Departing from the brand's traditional humorous ads, the sepia-toned images aimed to evoke a sense of nostalgia and authenticity, resonating with a broad demographic.
A&W Cream Soda Today
Today, A&W Cream Soda continues to be a popular choice for those seeking a caffeine-free, sweet treat. It is marketed as a perfect addition to family nights, whether enjoyed on its own or paired with favorite foods and desserts.
Diet A&W Cream Soda / A&W Cream Soda Zero Sugar
Recognizing the growing demand for healthier options, A&W introduced Diet A&W Cream Soda, now known as A&W Cream Soda Zero Sugar. This variant offers the same classic American cream soda flavor with zero sugar and zero calories per 12 oz serving, appealing to health-conscious consumers. It maintains the signature creamy and smooth taste of vanilla, ensuring that consumers do not have to compromise on flavor while watching their sugar intake.
Marketing of Diet/Zero Sugar Version
Diet A&W Cream Soda has become the standard for diet cream soda drinks. The zero-sugar version is marketed with the same emphasis on family fun and versatility as the original. It is promoted as an ideal choice for ice cream floats, particularly vanilla, campfire, brownie sundae, or salted caramel versions, offering a guilt-free indulgence for the whole family.
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Health Information
A 12-ounce serving of Diet A&W Cream Soda Zero Sugar contains zero calories, making it a suitable option for those managing their caloric intake. It is also caffeine-free, allowing consumers to enjoy it any time of day.
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