-5.5 C
New York
Saturday, February 22, 2025
pCloud Premium

Coca-Cola looks to bowl out Pepsi in Champions Trophy marketing contest with Pakistani nostalgia – Sport



20214724a240def

Coca-Cola is attempting to capitalise on Pakistan hosting its biggest cricket event in nearly 30 years, and steal the spotlight away from the host nation’s official team sponsor Pepsi, by tapping into the country’s love of “tape-ball cricket”.

International fixtures were halted in Pakistan after a 2009 attack on the Sri Lankan cricket team bus and only began returning in 2018. Companies in Pakistan are now eyeing the Champions Trophy, which started on Wednesday, as one of the most valuable marketing opportunities in decades.

Unable to attach its brand to Pakistan’s national team, who are sponsored by Pepsi, Coca-Cola’s latest campaign uses a limited edition bottle to tap into cricket fever and a distinctly Pakistani invention: tape-ball cricket.

The advert shows a young man walking into a store asking for a tennis ball and electrical tape, which is usually used to create a fast-paced ball for street cricket. The clerk hands him a ball and a Coke bottle.

“What’s this?” the customer asks, and the clerk responds with a smile and a nod. The customer is then seen happily wrapping a red tape, found behind the bottle’s label, around the yellow tennis ball as he walks out of the shop.

Played on streets across the nation, tape-ball is considered the entry point into the sport and has helped produce several of the country’s most famous cricketers.

“I love tape ball cricket, so I admit it’s a cool campaign,” said Muhammad Shoaib, a 20-year-old engineering student from Karachi.

Coca-Cola said the campaign was meant to be “a nostalgic, feel-good experience for anyone who has ever played street cricket in Pakistan.” The bottles will be sold at select stores in Pakistan’s biggest cities, it said.

Coca-Cola and Pepsi account for over 80 per cent of the market share for carbonated drinks in the country, an industry report showed. However, both have been hit by consumer boycotts in Muslim-majority countries since the Gaza conflict started in October 2023.

“It’s done a pretty good job of wrapping [the ball],” said Maaz Ahmed, 19, after using Coke’s new product. “But I’ll probably add some more tape from my own roll back home.”

Pakistan last staged a major cricket event when it co-hosted the 1996 World Cup with Sri Lanka and India. Pakistan was scheduled to stage the 2011 Cricket World Cup with three other countries but was removed as co-host following the 2009 bus attack on the Sri Lankan team.



Source link

Odisha Expo
Odisha Expohttps://www.odishaexpo.com
Odisha Expo is one of the Largest News Aggregator of Odisha, Stay Updated about the latest news with Odisha Expo from around the world. Stay hooked for more updates.

Related Articles

Stay Connected

0FansLike
0FollowersFollow
0SubscribersSubscribe
Best Lifetime Deals on SaaSspot_img

Latest Articles

Carey takes stunning one-handed 'goalkeeper's' catch to remove England's Salt

0
Australia's Alex Carey takes a stunning one-handed catch to remove England's Phil Salt for 10 in the ICC Champions Trophy match at Gaddafi...

Assam Assembly discontinues 90-year-old practice, now no two-hour ’namaz break’ on Fridays

0
For the first time during the ongoing budget session in Assam, decades-old Assembly tradition of a two-hour break to facilitate Muslim legislators to...

Gabby Petito’s AI-faked voice in new Netflix documentary sparks viewer backlash

0
The Netflix docuseries “American Murder: Gabby Petito” is facing backlash from some viewers who are questioning whether the filmmakers' decision to use artificial...

‘No pressure of India game’ – Newspaper

0
DUBAI: Highlighting that Pakistan have a good track record against India in Dubai, fast bowler Haris Rauf says his team have no pressure...

What’s No. 22 worth to Juan Soto? At least $92,000

0
The New York Mets' newest all-star has proven he is an asset on the field, but on Thursday, he proved he has what...