Wednesday, January 26, 2011

Pepsi's "change the game" campaign for cricket world cup 2011

With the advent of T20,cricket become more of unconventional bowling ,batting and fielding techniques.Similarly youth deify authority and convention which is parallel to the modern cricket.Pepsi took this insight and made this campaign.World cup is the single biggest event that unifies the subcontinent youth,which is a good platform for Pepsi to promote.moreover they are the official sponsor of the world cup.

Pepsi already started integrated marketing communication for this event.It started with TVCs and Outdoor hoardings. The first TVC shows how Dhoni learn the "helicopter shot" and uses it in the match.The four other TVCs show Kevin Pietersen’s  ‘switch hit’, Virender Sehwag’s ‘upper cut’, Harbhajan Singh’s ‘doosra’ and Tillekratne Dilshan’s ‘dilscoop’. These TVCs will go on air shortly.

The campaign is done by Taproot are few ADs


A contest called 'Change the game 11' will also start on January 17, 2011. In the contest, 11 of the best innovations by fans on cricketing shots and commentary will make it to a team called 'Change the game 11'. This team of 11 members will win passes to attend all of India’s matches in the World Cup and will also act as the brand ambassadors for the cola brand on their social media pages. The contest ends on February 10, 2011. For more information on the campaign, log on to

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