It’s no secret that Australians have been getting into shape in recent years. From going organic to embracing intense fitness classes, being the best you can be is a big deal Down Under. While soft drinks lose popularity, Schweppes plans to cash in on the health craze with the introduction of Lqd+.

Australia has long been seen as a nation of hard-drinking lager lovers, but the truth is more nuanced – and surprising. Aussies now drink less than at any point in the last 50 years, abstention is on the rise, and tastes have significantly changed too. But what’s behind these cultural shifts?

Coke’s Super Bowl ad may feel like a trailer for a big budget action movie, but the strategy behind its design runs deeper than the mini cans it's promoting. It's demonstrative of a socially-charged brand partnership that engages audiences for longer than the ad's 60-second run time.

With sugar the new demon ingredient, and a public increasingly scrutinising what they’re putting into their bodies, major food and drink brands are scrambling to cater to the health-conscious consumer. Can Coca-Cola Zero Sugar prove that there’s still a space for fizzy drinks in the diet?