Coca-Cola seeks to cash in on Pakistan’s hosting of its largest cricket event, by drawing on the country’s passion for “tape ball cricket.”
Moreover, it aims to grab the limelight from Pepsi, the official team sponsor of the host nation.
After the 2009 assault on the bus carrying the Sri Lankan cricket team, international games stopped in Pakistan and just started to return in 2018.
One of the most important marketing chances in decades, companies in Pakistan now view the Champions Trophy, started on Wednesday.
Coca-Cola and Pepsi sponsorships
Since Pepsi sponsors Pakistan’s national team, Coca-Cola’s most recent advertisement employs a limited edition bottle to reach cricket hysteria and a uniquely Pakistani creation: tape ball cricket; it is unable to tie its brand to the national team of Pakistan.
Coca-Cola Ad details
A young guy entering a store in the commercial requests a tennis ball and electrical tape, usually used to make a quick ball for street cricket.
The clerk offer him a Coke bottle and a ball.
The customer inquires, “What’s this?” and the cashier nods and smiles. Going from the store, the client is next observed merrily wrapping a red tape found behind the label of the bottle around the yellow tennis ball.
Tape ball is seen the start into the game and it has aided in the production of many of the most famous cricketers in the country.
Views of the general public
A 20 year old engineering student from Karachi, Muhammad Shoaib, remarked, “I love tape ball cricket, therefore I admit it’s a cool campaign.”
The bottles will be sold at certain stores in Pakistan’s most populated cities, Coca-Cola said the promotion was meant to be “a sentimental, feel good experience for anyone who has ever played street cricket in Pakistan.”
An industry study revealed that over 80 percent of the country’s carbonated drink market share belongs to Pepsi and Coca Cola.
Still, since the Gaza conflict broke out in October 2023, both have suffered from consumer boycotts in Muslim majority countries.
After trying Pepsi’s latest product, 19 year old Maaz Ahmed said it has done a rather decent job of wrapping [the ball]. “But I am likely going to add some more tape from my own roll back home.”
The last big cricket event Pakistan hosted was the 1996 World Cup, together with India and Sri Lanka.
Originally planned to co-host the 2011 Cricket World Cup with three other nations, Pakistan was taken out after the 2009 Sri Lankan team’s bus assault.
