Cricket: Coca-Cola looks to bowl out Pepsi in Champions Trophy marketing contest
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'.
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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 Urdu 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.
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