Pepsi’s way to the World Cup

Pepsi, the age old, sponsor of the ICC World Cup, has once again left no stone unturned to cash in on the sport. The company has launched a new variant of Pepsi and a slew of other initiatives

Pepsi, the brand that has always proudly flaunted its penchant for cricket, has once again geared up for the upcoming ICC Cricket World Cup. Foremost among its World Cup-centric initiatives is the launch of a new variant of the cola, called Pepsi Gold.

According to Punita Lal, executive director, marketing, PepsiCo India, gold symbolises the gold colored World Cup trophy and the winning spirit. In fact, it is being positioned as the ‘World Cup Cola’.

Among its other attempts at cashing in on the cricket fervor, this time around, is the Blue Billion Cheer-a-thon initiative in which brand ambassadors Shah Rukh Khan and Priyanka Chopra along with the cricket fans wish the Indian cricket players the best.

Recently, Pepsi had created a website, www.bluebillion.co.in, exclusively for the cricket world cup. The website is being redone now and cricket content on it will also be increased during the world cup.

Besides, the company is also ready to roll out Blue Billion merchandise range in the market. Apparels, which will be part of this merchandise range, will be available in Adidas stores and other major retail outlets across the country.

This is not all. The company has also tied with the game console company XBOX to launch a special ‘Blue Billion XBOX’ which will be carried on all XBOX units sold through the World Cup.

At the point of purchase, Pepsi plans to display Pepsi Gold bottles morphed into the World Cup trophy and miniature replicas of the World Cup trophy.

A new television commercial, created by Pepsi’s ad agency JWT, will go on air from March 3. The TVC, called ‘Ladega toh jeetega!’, showcases cricket fans across the country bringing together an encouraging message for the Indian cricket team.

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