As the Marketing Director for Ice Drinks Europe, my primary objective is to drive both immediate and long-term growth through innovative marketing strategies, bold brand positioning, and effective consumer engagement. The soft drinks market is dynamic, and it is essential for the brand to differentiate itself, appeal to diverse consumer segments, and leverage emerging trends. I am committed to ensuring our brand remains relevant, sustainable, and top-of-mind for consumers everywhere.
Muhammad Sarfraz
Marketing Director
ICE DRINKS EUROPE
Our vision is to be the go-to beverage for refreshment and enjoyment, blending quality with sustainability. We aim to be a brand that isn’t just about thirst-quenching; we’re about shared moments, positive impact, and setting trends—whether it’s in flavor, packaging, or how we connect with our audience.
Premium, yet Accessible: We will position our brand as premium, yet affordable, focusing on quality, taste, and consumer experience. Our goal is to evoke a sense of enjoyment and sophistication with every sip, while remaining inclusive and accessible to all. Storytelling: Craft a compelling brand story that reflects authenticity, sustainability, and our commitment to creating memorable experiences for consumers.
Launch new, exciting flavors that cater to evolving consumer preferences, such as low-calorie, sugar-free, or functional beverages with added benefits (e.g., energy, hydration, or wellness-focused ingredients).
