It's not so much about the product these days (unless your innocent smoothies) but it's about the image you portray. Drench seem to have a good strategy to get people drinking their water as opposed to any other H2O with the youtube hit: Dancing Brains from Thunderbirds & the Hampster Band!
Another awesome campaign was the Lambrini. Aimed at a target demographic (female 18-30) it again didn't offer a quality product (lets face it, it's cheap+doesn't taste tgreat) but the image. It was successful as it drew in a wider following. Even I attempted to learn the routine! It does offer a feel good factor and gives you that 'i just wanna dance' feeling.
The alcohol industry however can get nasty, not so much in the UK but in the USA, beer giants Miller and Bud went head to head in the 'Great Beer Wars'. Their advertisment doubted each others patriotim through TV ads. I have always been a coors light drinker (since it's less calories) and ended up knocking up an ad. Sent it off to Coors and they gave me some pretty good feedback, just hope this doesn't cause offence to drunk ex girlfriends around the world! The creative team at bud light have come up with some gems - take a look at my top 3: Appology Bot 3000; Coffee Cup; Swear Jar.