Despite its decline, cola remained the largest category, largely thanks to Britvic and PepsiCo's Pepsi Max no-sugar variant, which became the leading FMCG performer with £26.9m of growth according to the report. Its success was largely driven by its YouTube marketing strategy according to the report, which it delivered through its "Unbelievable" advertising campaign, making Pepsi the biggest FMCG YouTube channel and delivering value sales growth for the brand of 8.8% over the year while sales of Coca-Cola dropped by 2.5%. While Coca-Cola Enterprises held its position as market leading distributor, its value and volume declined 1.1% and 0.5% respectively despite the launch of its low-calorie variant Coca-Cola Life in 2014. The news comes after drinks maker AG Barr suggested that the overall market was being driven by the water category, which had overtaken cola to become the largest single category by volume for the first time, according to the company.