Coca-Cola Targets Pepsi With Nostalgic Champions Trophy Campaign in Pakistan

Coca-Cola is leveraging Pakistan's hosting of the Champions Trophy, its largest cricket event in nearly three decades, to outshine Pepsi, the official team sponsor, with a nostalgic campaign centered around 'tape-ball cricket.' This initiative includes a limited edition bottle and an Urdu advert depicting a young man preparing for street cricket, which resonates deeply with local culture and cricket fans. Following a long hiatus of international fixtures due to security concerns, companies see the tournament as a significant marketing opportunity. Despite both brands dominating over 80% of the carbonated drinks market in Pakistan, they face challenges from consumer boycotts linked to political tensions following the Gaza conflict. Coca-Cola's strategy aims to enhance brand loyalty and visibility among cricket enthusiasts, tapping into a cherished aspect of Pakistani identity. The campaign highlights the role of tape-ball cricket in nurturing sporting talent in the country.