Coke Zero Budget: £10m 
Manufacturer: Coca-Cola

Despite initial scepticism about 'Bloke Coke', it has been the most successful new food and drink launch in the UK in the past three years. Its campaigns have featured footballer Wayne Rooney who has helped establish a strong following among its target 18 to 25-year-old male audience. This summer, a Football Without the Downsides campaign will give away football tickets.

Pepsi Max Budget: Unknown 
Manufacturer: PepsicCo

Pepsi Max kicked off its new interactive marketing campaign last month to promote its recently launched pack design, featuring a breakdancer, to give the product more shelf stand-out. Along with the other Pepsi variants, Pepsi Max is being supported by an extensive TV, print and online campaign this spring, which encourages consumers to choose Pepsi.

Shloer Budget: Unknown 
Manufacturer: Shloer

Shloer's It's Your Sparkle campaign is back on TV screens from June and runs again in September, encouraging women to embrace the idea of 'sparkling sociability' and having fun with their favourite people. The ad uses a cast of 80 dancers at a party, where three girlfriends are enjoying Shloer and sharing it with the rest of the guests. It will appear on TVs again in the run-up to Christmas.