Soft drink drinkers buy familiar beverages for family meals, summer days, and casual refreshment, while a growing group looks for craft alternatives to mass-market soda. Brands in this group include Vivi Kola, Compal, and Sumol+Compal (Sumol brand), covering a natural Swiss cola, a leading Portuguese juice brand, and Portugal's best-known fruit soda. Studying their ads shows how heritage, nostalgia, and natural ingredients compete in a mature category, and how brands stay relevant to families and younger adults at once.
Families and young adults buy familiar drinks for meals, gatherings, and everyday refreshment.
Long-standing brands earn loyalty through nostalgia, summer memories, and cultural identity.
Some drinkers want natural ingredients and a story, as an alternative to mass-market cola.
Meals, parties, beach days, and summer heat drive purchases.
Flavor is the main reason to choose, so brands lean on bright, recognizable products.
Compal is Portugal's best-loved fruit juice and nectar brand, founded in 1952 in Almeirim. Under Sumol+Compal ownership, the brand leads the Portuguese juice market with its 'liquid fruit' philosophy, combining mass retail distribution with a DTC gifting and subscription programme.
Sumol is the flagship carbonated beverage brand of Sumol+Compal, Portugal's largest non-alcoholic drinks group. Since 1954, Sumol's bright orange and pineapple drinks have been synonymous with Portuguese summer culture, beach life, and football fandom — sustained by heavy event sponsorship and vibrant social media advertising. Also searched as Sumol+Compal.
Vivi Kola is Switzerland's original cola, first created in 1938 in Eglisau, Zürich. Revived in 2010 by Christian Forrer, the brand uses natural ingredients and organic flavourings, positioning as a craft alternative to mass-market cola—now served across SBB Swiss Federal Railways. Also searched as Vivi.
In a mature category, brands win on feeling rather than features. Ads show the drink in shared moments: a family lunch, a summer afternoon, friends laughing. Bright colors, condensation shots, and the sound of a pour make the product look refreshing before any copy appears. Sumol+Compal's Sumol brand is tied to Portuguese summer culture through its orange and pineapple drinks, which gives its ads a strong nostalgic anchor. Compal leads the Portuguese juice market with a liquid fruit philosophy aimed at everyday families. Vivi Kola takes the opposite stance, positioning as a natural craft alternative to mass-market cola, with heritage as the Swiss original. When you research, notice the difference between mass-reach creative, built on emotion and seasonality, and craft creative, built on ingredients, origin, and brand character. Both rely heavily on strong visual identity, because the product itself looks similar across the category.
Purchases are habitual and often made in store, so advertising works by keeping a brand top of mind. Seasonal peaks, such as summer and holidays, give brands a natural reason to increase presence. New flavors and limited editions also create short bursts of interest. Common mistakes include health-claim overreach, generic imagery that could belong to any drink, and ignoring local culture. Cultural familiarity is a real asset for national brands, and craft brands need a clear story to justify a different choice. When researching these brands, compare how they treat nostalgia, how they use color and packaging as creative anchors, and whether they target families or younger adults. Look at the formats used and how often seasonal creative appears. Also note how the craft brand explains its difference without attacking mainstream drinkers, since that tone affects how the message is received.
Vivi Kola, Compal, and Sumol+Compal (Sumol brand) are three examples. Vivi Kola is a Swiss natural cola, Compal is a leading Portuguese juice and nectar brand, and Sumol is a well-known Portuguese fruit soda. You can compare their ads in the grid above.
Most rely on emotion and occasion, showing the drink in family meals, summer scenes, and social moments. Bright visuals and strong packaging do much of the work. Craft brands add ingredient and origin stories to stand apart from mass-market options.
Craft brands focus on natural ingredients, heritage, and brand character rather than broad mass appeal. Mainstream brands lean on nostalgia, seasonality, and familiarity. Comparing live ads shows how each side frames taste and identity. Reviewing the live ads in the grid shows how each brand puts this into practice.
Search and save ads from every brand above across Facebook, Instagram, TikTok and more.
See all ads on AdLibrary →