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MARKETING INNOVATIONS IN THE BEVERAGE INDUSTRY: FROM MASS
ADVERTISING TO PERSONALIZATION
D . Sanesh PV
Facul y o Managemen S udies, CMS Business School,
JAIN Deemed o be Uni e si y Bangalo e
Ms. Sh eelakshmi Y
Ms. Shi ani S Keshanna a
Mas e o Business Adminis a ion, CMS Business School,
JAIN Deemed o be Uni e si y Bangalo e
DOI
h p://doi.o g/10.5281/zenodo.17733868
ABSTRACT
This s udy explo es he shi o he be e age indus y om mass ad e ising o pe sonalized ma ke ing
app oaches. Using da a om 425 esponden s, i analyzes he in luence o B and His o y, Social Media
Ma ke ing, Pe sonaliza ion Le el, Digi al Ma ke In ensi y, and Expe ien ial and Iden i y Ma ke ing on
pe sonaliza ion e ec i eness. Reliabili y and alidi y es s con i med obus cons uc s (α > 0.77, AVE > 0.67).
Reg ession analysis (R² = 0.647, p < 0.05) indica ed ha Social Media Ma ke ing and Pe sonaliza ion Le el
we e he mos in luen ial p edic o s o consume engagemen , ollowed by B and His o y and Digi al In ensi y.
Findings emphasize in eg a ing legacy s o y elling wi h digi al inno a ion o enhance au hen ici y and emo ional
esonance. This s udy con ibu es o ma ke ing heo y by concep ualizing pe sonaliza ion as he con e gence o
echnology, expe ience, and iden i y wi hin he be e age indus y. P ac ical implica ions sugges how be e age
b ands can le e age digi al ecosys ems o deli e au hen ic, da a-d i en consume engagemen .
Keywo ds: Pe sonaliza ion, Social Media Ma ke ing, B and His o y, Digi al Ma ke In ensi y, Expe ien ial
Ma ke ing
INTRODUCTION
The be e age indus y has expe ienced a signi ican ans o ma ion om adi ional mass ad e ising o
ad anced, highly pe sonalized, and da a-d i en ma ke ing s a egies. Wi h mode n consume s becoming mo e
in o med, socially conscious, and expe ience-o ien ed, be e age b ands now ocus on c ea ing deepe and mo e
pe sonalized ela ionships h ough he use o digi al echnology and analy ics. Social media pla o ms such as
Ins ag am, YouTube, and TikTok ha e become essen ial ools o b and engagemen , enabling in e ac i e
s o y elling, in luence pa ne ships, and eal- ime consume in e ac ion. In addi ion, he ise o a i icial
in elligence and big da a has allowed companies like Coca-Cola, Pepsi, and S a bucks o analyze consume
beha io pa e ns, p edic p e e ences, and deli e ailo ed p omo ions ha enhance sa is ac ion and loyal y. As
compe i ion in ensi ies, pe sonaliza ion has e ol ed in o a s a egic di e en ia o o building emo ional
connec ions and long- e m cus ome alue. This s udy explo es how i e key ac o s—B and His o y, Social
Media Ma ke ing, Pe sonaliza ion Le el, Digi al Ma ke In ensi y, and Expe ien ial and Iden i y Ma ke ing—
collec i ely shape pe sonaliza ion e ec i eness in he be e age indus y, b idging he i age b anding wi h
mode n digi al ans o ma ion.
LITERATURE REVIEW
The li e a u e on ma ke ing inno a ion indica es a pa adigm shi om adi ional mass communica ion o mo e
consume -cen ic and da a-d i en app oaches ha emphasize pe sonaliza ion, emo ional connec ion, and long-
e m engagemen (Dwi edi e al., 2023). In ecen yea s, echnological ad ancemen s such as a i icial
in elligence (AI), big da a analy ics, and social media algo i hms ha e eshaped how b ands communica e and
build ela ionships wi h consume s. This ansi ion has been pa icula ly e iden in he be e age indus y, whe e
pe sonaliza ion has eme ged as a s a egic impe a i e o enhance b and di e en ia ion, consume sa is ac ion,
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and loyal y. Be e age b ands a e no longe elying solely on ele ision o p in media; ins ead, hey in eg a e
s o y elling, expe ien ial ouchpoin s, and social engagemen o de elop meaning ul consume ela ionships.
This e iew discusses i e majo cons uc s—B and His o y, Social Media Ma ke ing, Pe sonaliza ion Le el,
Digi al Ma ke In ensi y, and Expe ien ial and Iden i y Ma ke ing— ha collec i ely in luence he
pe sonaliza ion p ocess in be e age ma ke ing. Each cons uc ep esen s a c i ical componen o ma ke ing
inno a ion and con ibu es uniquely o c ea ing a dynamic, echnology-enabled ma ke ing ecosys em. Thei
in e ela ionships highligh how adi ional b and he i age combines wi h digi al ans o ma ion o c ea e
consume expe iences ha a e bo h pe sonalized and emo ionally esonan .
B and his o y plays a ounda ional ole in shaping consume pe cep ions and ein o cing au hen ici y and us .
Acco ding o Aake (2020), b ands wi h a long and consis en his o y c ea e a sense o eliabili y and emo ional
secu i y, which os e s cus ome loyal y. In he be e age indus y, legacy b ands such as Coca-Cola and Pepsi
ha e success ully le e aged hei his o ical oo s and nos algic appeal o s eng hen emo ional bonds wi h
consume s. He i age-based s o y elling allows hese b ands o connec pas adi ions wi h mode n inno a ion,
c ea ing a balance be ween amilia i y and no el y (Kap e e & Bas ien, 2022).
Fu he mo e, he his o ical na a i e o a b and con ibu es o he pe cei ed c edibili y o pe sonalized
ma ke ing e o s. Fo ins ance, Coca-Cola’s he i age campaigns—like “Sha e a Coke”—combine he
company’s legacy o inclusi i y wi h indi idualized consume expe iences. Such ini ia i es show how a s ong
b and his o y can mode a e he ela ionship be ween pe sonaliza ion and consume esponse by ampli ying
emo ional connec ion (Ran agni e al., 2022; Wiedmann e al., 2023). In his sense, b and he i age ac s as a us
signal ha legi imizes pe sonaliza ion e o s, making consume s mo e ecep i e o cus omized communica ion
and p oduc o e ings.
Social media has ans o med he ma ke ing landscape by enabling eal- ime, wo-way communica ion be ween
b ands and consume s. Pla o ms such as Ins ag am, TikTok, and YouTube ha e become essen ial ools o
be e age companies o p omo e hei p oduc s, engage wi h audiences, and ga he consume insigh s. Appel e
al. (2020) a gue ha social media allows ma ke e s o humanize hei b ands and os e in e ac i e engagemen .
Th ough in luence collabo a ions, use -gene a ed con en , and i al challenges, be e age b ands can c ea e
pe sonalized and ela able na a i es ha connec wi h consume s on emo ional and social le els (Felix e al.,
2022).
Social media ma ke ing also enhances b and us and loyal y, pa icula ly among younge gene a ions like Gen
Z, who p e e b ands ha engage au hen ically and e lec hei alues (Kim & Johnson, 2021). Fo example,
S a bucks’ use -d i en campaigns and Coca-Cola’s sha eable digi al expe iences on Ins ag am demons a e how
social pla o ms help pe sonalize b and in e ac ions. Dwi edi e al. (2023) highligh ha algo i hm-d i en
con en pe sonaliza ion—such as a ge ed ad e isemen s o ailo ed ecommenda ions—s eng hens
engagemen by aligning b and messages wi h indi idual in e es s and beha io s. Thus, social media no only
inc eases isibili y bu also se es as a eal- ime pe sonaliza ion engine ha adap s o use eedback and ends.
Pe sonaliza ion lies a he co e o con empo a y ma ke ing inno a ion. I in ol es ailo ing messages, p oduc s,
and se ices o indi idual consume p e e ences using ad anced da a analy ics, machine lea ning, and AI (A o a
e al., 2022). In he be e age indus y, pe sonaliza ion mani es s in a ge ed p omo ions, cus omized packaging,
and adap i e ad e ising ha e lec s consume s’ pu chase his o y and li es yle choices. Resea ch by Chen e al.
(2023) sugges s ha pe sonaliza ion enhances pe cei ed ele ance and cus ome engagemen , leading o
s onge pu chase in en ions and b and loyal y.
Mo eo e , pe sonaliza ion aligns closely wi h cus ome ela ionship managemen (CRM) s a egies. Be e age
b ands inc easingly use da a-d i en insigh s om loyal y p og ams and digi al in e ac ions o an icipa e
consume needs. Kuma e al. (2021) ound ha AI-enabled pe sonaliza ion imp o es he e iciency o
ma ke ing campaigns by deli e ing he igh message o he igh consume a he igh ime. Luo e al. (2022)
u he no ed ha pe sonalized ma ke ing os e s b and in imacy by making consume s eel ecognized and
alued. Howe e , pe sonaliza ion also aises conce ns abou p i acy and da a e hics, emphasizing he need o
anspa ency and us in da a collec ion. The e o e, e ec i e pe sonaliza ion equi es balancing echnological
inno a ion wi h consume com o and e hical esponsibili y.
Digi al ma ke in ensi y e e s o he deg ee o compe i ion and echnological dynamism in he online ma ke ing
en i onmen (Dwi edi e al., 2023). In oday’s digi al ecosys em, be e age b ands ope a e in an en i onmen
cha ac e ized by apid inno a ion, high consume expec a ions, and con inuous in o ma ion exchange. To s ay
compe i i e, companies mus emb ace au oma ion, omnichannel s a egies, and da a-d i en decision-making
(Rana e al., 2022). Wi hin his con ex , digi al ma ke in ensi y encou ages b ands o inno a e con inuously.
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Kie zmann e al. (2022) a gue ha heigh ened compe i ion pushes companies o adop eme ging echnologies
such as p edic i e analy ics, cha bo s, and imme si e expe iences o main ain consume in e es . In he be e age
sec o , b ands like PepsiCo ha e expe imen ed wi h AI-powe ed i ual assis an s and digi al loyal y p og ams
o enhance pe sonaliza ion and e en ion. A s ong digi al p esence allows b ands o cap u e mic o-momen s—
sho , in en -d i en consume in e ac ions online—and con e hem in o oppo uni ies o pe sonalized
engagemen . As Smi h and Li (2024) no e, b ands ha adap quickly o digi al shi s a e be e posi ioned o
sus ain ma ke ele ance and d i e pe sonaliza ion e ec i eness.
Digi al in ensi y hus ac s as bo h a challenge and an oppo uni y. While i inc eases he pace o inno a ion and
compe i ion, i also enables b ands o le e age da a insigh s o enhance he p ecision and e ec i eness o hei
ma ke ing s a egies.
Expe ien ial and iden i y ma ke ing ocus on c ea ing imme si e, emo ionally cha ged b and expe iences ha
connec wi h consume s’ sel -concep and li es yle. Schmi (2020) desc ibes expe ien ial ma ke ing as he
p ocess o engaging cus ome s h ough senso y, emo ional, and cogni i e s imuli ha make b and in e ac ions
memo able. In he be e age indus y, campaigns such as S a bucks’ “Momen s o Connec ion” o Coca-Cola’s
“Tas e he Feeling” exempli y how expe iences can d i e emo ional loyal y.
Iden i y ma ke ing, on he o he hand, aligns a b and’s image wi h he consume ’s pe sonal and social iden i y
(Bha acha ya & Sen, 2021). Mode n consume s p e e b ands ha e lec hei alues, belie s, and aspi a ions.
Fo ins ance, sus ainable packaging ini ia i es o di e si y campaigns in be e age ma ke ing appeal o
consume s who alue e hical and inclusi e b anding. Acco ding o Wiedmann e al. (2023), when consume s
pe cei e a b and as pa o hei iden i y, hey a e mo e likely o engage in ad ocacy and long- e m loyal y.
Toge he , expe ien ial and iden i y ma ke ing enhance pe sonaliza ion by making b and in e ac ions eel mo e
au hen ic and emo ionally meaning ul. When consume s iden i y wi h a b and’s pe sonali y and expe iences,
hey a e mo e ecep i e o pe sonalized o e s and communica ions ha align wi h hei alues.
RESEARCH HYPOTHESES
H1: B and His o y posi i ely in luences pe sonaliza ion in be e age ma ke ing.
H2: Social Media Ma ke ing posi i ely in luences pe sonaliza ion.
H3: Digi al Ma ke In ensi y posi i ely in luences pe sonaliza ion.
H4: Expe ien ial and Iden i y Ma ke ing posi i ely in luences pe sonaliza ion.
H5: All independen a iables collec i ely explain signi ican a iance in pe sonaliza ion e ec i eness.
RESEARCH METHODOLOGY
A quan i a i e, desc ip i e esea ch design was used o s udy he in luence o ma ke ing inno a ion a iables on
pe sonaliza ion in be e age ma ke ing. Da a we e collec ed h ough a s uc u ed ques ionnai e om 425
esponden s aged 18–40+, selec ed using pu posi e sampling. Each cons uc —B and His o y, Social Media
Ma ke ing, Pe sonaliza ion Le el, Digi al Ma ke In ensi y, and Expe ien ial and Iden i y Ma ke ing—was
measu ed using a 5-poin Like scale. Da a analysis employed SPSS, including eliabili y (C onbach’s Alpha),
ac o analysis (KMO and Ba le ’s es ), PCA, and eg ession es ing.
Resul s and In e p e a ion
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Table 1: Demog aphic p o ile o esponden s
Demog aphy
Ca ego y
Male
Female
To al
Age
18-22
53
49
102
23-27
98
65
163
28-34
7
39
46
35-40
14
4
18
41+
8
88
96
Mon hly Income
<20000
43
76
119
21000-40000
45
22
67
41000-60000
22
32
54
61000-80000
39
86
125
81000 and abo e
31
29
60
Educa ion
12 h
0
22
22
Unde g adua e
108
57
165
pos g adua e
46
102
148
Phd
14
54
68
O he s
12
10
22
Gende
To al
180
245
425
The demog aphic analysis shows ha ou o 425 esponden s, 57.6% we e emale and 42.4% we e male. The
dominan age g oup was 23–27 yea s (38.4%), ollowed by 18–22 yea s (24%). Mos esponden s ea ned
be ween ₹61,000–₹80,000 mon hly (29.4%) and we e highly educa ed, wi h 38.8% unde g adua es and 34.8%
pos g adua es. This e lec s a you h ul, educa ed, and digi ally ac i e consume base.
Table 2: Reliabili y and Validi y S a is ics
Cons uc s
C onbach
Alpha
CR
AVE
B and His o y
0.866
0.87
0.681
Social Media Ma ke ing
0.882
0.862
0.677
Pe sonaliza ion Le el
0.779
0.805
0.691
Digi al Ma ke In ensi y
0.882
0.862
0.677
Expe ien ial and Iden i y ma ke ing
0.779
0.805
0.691
C onbach’s Alpha alues anged om 0.779 o 0.882, exceeding 0.70, con i ming s ong eliabili y. Composi e
Reliabili y (CR) alues anged 0.805–0.870, and AVE alues be ween 0.677–0.691 demons a ed con e gen
alidi y. This ensu es he da ase ’s obus ness o eg ession analysis.
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Table 3: KMO and Ba le ’s Tes
KMO and Ba le 's Tes
Value
Kaise -Meye -Olkin Measu e o Sampling Adequacy
0.874
Ba le ’s Tes o Sphe ici y – App ox. Chi-Squa e
3107.609
d
110
Sig.
0.000
KMO alue (0.874) indica es excellen sampling adequacy. Ba le ’s Tes (χ² = 3107.609, p < 0.001) con i ms
s ong co ela ions among a iables, alida ing he da a o ac o analysis.
Table 4: P incipal Componen Analysis
Va iable
Componen 1
Componen 2
Componen 3
Componen 4
Componen 5
BH1
0.872
BH2
0.862
BH3
0.881
BH4
0.773
SM1
0.877
SM2
0.866
SM3
0.829
SM4
0.791
PL1
0.842
PL2
0.831
PL3
0.807
PL4
0.782
DM1
0.847
DM2
0.837
DM3
0.833
DM4
0.711
EL1
0.715
EL2
0.823
EL3
0.752
EL4
0.885
PCA con i med he i e- ac o model wi h all loadings > 0.70. Cons uc s such as B and His o y and Social
Media Ma ke ing showed high loadings (> 0.85), while o he s emained concep ually consis en . This alida es
cons uc di e en ia ion o eg ession modeling.
Table 5: Reg ession Analysis
Va iables
Uns anda dized
Coe icien s
(B)
S d.
E o
Sig.
R
R
Squa e
Adjus ed
R
Squa e
F
ANOVA
Sig.
(Cons an )
0.449
0.120
0.001
0.892
0.647
0.643
166.233
0.000**
B and His o y
0.191
0.028
0.000
Social media ma ke ing
0.226
0.033
0.000
Pe sonaliza ion le el
0.233
0.032
0.004
Digi al ma ke in ensi y
0.170
0.027
0.000
Expe ien ial and Iden i y
ma ke ing
0.151
0.029
0.000
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Reg ession esul s (R² = 0.647, F = 166.233, p < 0.05) con i m ha 64.7% o a iance in pe sonaliza ion is
explained by he i e independen a iables. Social Media Ma ke ing (β = 0.226, p < 0.001) and Pe sonaliza ion
Le el (β = 0.233, p = 0.004) a e he s onges p edic o s, ollowed by B and His o y (β = 0.191) and Digi al
Ma ke In ensi y (β = 0.170). Expe ien ial and Iden i y Ma ke ing also posi i ely in luences pe sonaliza ion (β =
0.151, p < 0.001).
DISCUSSION
The indings o his s udy p o ide signi ican insigh s in o how ma ke ing inno a ions a e eshaping consume
engagemen in he be e age indus y. The esul s demons a e ha in eg a ing adi ional b anding elemen s wi h
mode n digi al ools leads o highe le els o pe sonaliza ion, loyal y, and b and us . F om a manage ial
s andpoin , his indica es ha ma ke ing p o essionals mus go beyond sho - e m p omo ional ac ics and
ins ead ocus on c ea ing endu ing ela ionships by blending he i age s o y elling wi h da a-d i en
pe sonaliza ion. The emo ional connec ion oo ed in b and his o y se es as a di e en ia o in a ma ke
inc easingly d i en by digi al con enience. When consume s pe cei e a b and as au hen ic and consis en , hey
a e mo e likely o engage posi i ely wi h pe sonalized communica ion and expe iences.
Fu he mo e, he s udy highligh s he g owing ole o social media and analy ics in shaping cus ome
pe cep ions. Pla o ms such as Ins ag am, TikTok, and YouTube enable b ands o deli e indi idualized con en ,
ga he eedback, and measu e engagemen in eal ime. This dynamic en i onmen allows ma ke e s o design
campaigns ha a e no only in e ac i e bu also aligned wi h consume s’ li es yles and alues. By e ec i ely
using social lis ening and AI-d i en analy ics, be e age companies can ailo expe iences ha enhance
sa is ac ion and b and ad ocacy.
Academically, he s udy con ibu es o he e ol ing body o li e a u e on ma ke ing inno a ion by illus a ing
how pe sonaliza ion media es he ela ionship be ween adi ional b anding and digi al ma ke in ensi y. I
ein o ces ha consume -b and ela ionships oday a e mul idimensional—buil on a balance o emo ional
he i age and echnological engagemen . As digi al ecosys ems con inue o e ol e, pe sonaliza ion will se e as
he b idge be ween au hen ici y and inno a ion.
Fu u e esea ch can build upon hese indings by examining simila pa e ns in o he FMCG sec o s such as
cosme ics, packaged oods, and appa el. C oss-indus y compa isons could e eal deepe insigh s in o how
pe sonaliza ion s a egies in luence consume loyal y and pu chase beha io , he eby en iching bo h ma ke ing
heo y and p ac ice.
IMPLICATIONS
The s udy emphasizes he s a egic alue o in eg a ing s o y elling wi h digi al inno a ion o s eng hen
consume ela ionships in he be e age indus y. Fo p ac i ione s, i p o ides a clea amewo k o le e aging
da a analy ics, social media, and AI-based ools o design pe sonalized, emo ionally esonan ma ke ing
campaigns. By combining he i age-d i en na a i es wi h echnology, b ands can enhance au hen ici y and long-
e m loyal y. The indings also highligh he need o ma ke e s o main ain anspa ency and e hical da a use
while pe sonalizing expe iences. Academically, his esea ch con ibu es o he g owing body o ma ke ing
li e a u e by posi ioning pe sonaliza ion as a i al link be ween adi ional b and iden i y and digi al
ans o ma ion.
Conclusion
This s udy concludes ha ma ke ing inno a ions ha e ans o med he be e age indus y om a model d i en
by mass ad e ising o one cen e ed a ound pe sonaliza ion, da a analy ics, and emo ional engagemen . In he
pas , be e age b ands elied p ima ily on adi ional media channels such as ele ision, p in , and ou doo
ad e ising o achie e mass isibili y. Howe e , he ise o digi al echnologies, social media, and AI-d i en
analy ics has e olu ionized how b ands in e ac wi h hei audiences. Today, success in he be e age indus y
depends no only on p oduc quali y bu also on how e ec i ely a b and can c ea e cus omized, meaning ul, and
las ing ela ionships wi h consume s.
The indings e eal ha social media engagemen , digi al ma ke in ensi y, and expe ien ial and iden i y
ma ke ing play c ucial oles in d i ing pe sonaliza ion. Social media has eme ged as a key enable o wo-way
communica ion, allowing b ands o ga he insigh s, deli e ailo ed con en , and build communi ies o loyal
consume s. Meanwhile, digi al ma ke in ensi y pushes be e age companies o inno a e con inuously and adop
new echnologies o main ain compe i i e ele ance. Expe ien ial and iden i y ma ke ing u he enhances
pe sonaliza ion by aligning b and messaging wi h consume li es yles, alues, and aspi a ions. Toge he , hese
ac o s shape how b ands de elop emo ional esonance and long- e m loyal y among a ge audiences.
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Fo manage s and p ac i ione s, he s udy unde sco es he impo ance o blending b and he i age wi h mode n
digi al ools. He i age-based s o y elling p o ides au hen ici y and emo ional dep h, while echnology ensu es
e iciency, p ecision, and scalabili y in eaching di e se consume segmen s. This balance be ween adi ion and
inno a ion enables b ands o main ain us while appealing o he p e e ences o digi ally sa y consume s.
F om an academic pe spec i e, he esea ch con ibu es o he e ol ing unde s anding o ma ke ing inno a ion
by posi ioning pe sonaliza ion as he b idge be ween adi ional b anding and digi al ans o ma ion. As he
be e age indus y con inues o e ol e, u u e ma ke ing s a egies mus ocus on in eg a ing emo ional
s o y elling wi h ad anced digi al pe sonaliza ion. Ul ima ely, ma ke ing inno a ion in his sec o is no jus
abou echnology adop ion—i is abou c ea ing consume expe iences ha combine au hen ici y, ele ance, and
connec ion in an inc easingly dynamic ma ke place.
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