David Sable, chief operating officer of Wunderman, a brand-building agency that is part of the global marketing firm, WPP Group, advises advertisers in a downturn to rally to protect and preserve brand equity that has been nurtured for years, with continued investment in and support of branded products.

FORBES: Don't Skimp On Ad Budgets

Nigel Currie, director of sports marketing and sponsorship at the agency Brand Rapport, said sports sponsorship by drinks companies was "invaluable" in the current economic climate.

BBC: Person drinking