Pepsi goes Gold for the cricket World Cup

MUMBAI: With World Cup fever set to spiral in less than a month's time beverage conglomerate Pepsi which is one of the International Cricket Council's (ICC) partners has plans up its sleeve.

It has launched a new gold coloured cola to commemorate cricket’s premier event which will air in India on Max and DD. pepsi says that the product's resplendent gold symbolise every Indian cricket fan’s desire to bring home the gold colored World Cup Trophy.

PepsiCo India executive director, marketing Punita Lal said, “Brand Pepsi has a rich history of bringing value to the Indian cricket fan. Last year, we gave a voice and identity to the Indian cricket fan through the Blue Billion campaign.

"Recognising the yearning that every cricket fan feels for bringing home the World Cup, we have introduced a gold colored cola, Pepsi Gold. Pepsi Gold is our tribute to the gold colored World Cup trophy and to the spirit of winning and going for Gold. It is also our tribute to the never-say-die spirit of the Indian cricket fan”.

The launch of Pepsi Gold and the Blue Billion campaign are initiatives that take forward Pepsi’s endeavor to empower the cricket fan. If the Blue Billion campaign gave the cricket fan a voice through the “Ooh Aah India ” chant, Pepsi Gold is symbolic of the magic that is possible when every Indian cricket fan joins the drive to bring the World Cup home.

To demonstrate this, Pepsi consumers and cricket fans will wish the Indian team good luck by giving them a grand farewell today, ahead of their departure for the West Indies . Cricket fans and winners, including Pepsi brand ambassadors – Shah Rukh Khan, Priyanka, singers – Sukhwinder, Adnan Sami and Shankar will cheer and wish the Indian cricket team the very best in their own way.

A slew of marketing initiatives have been planned to back the Gold launch. These range from lenticular POS that showcases the Pepsi Gold bottle morphing into the World Cup trophy, to miniature replicas of the World Cup trophy, which will be given away on purchase of the Pepsi Gold 600ml Pet pack.

A new commercial, created by ad agency JWT, will be on air from 7 March 20077. The TVC depicts cricket fans across the country bringing together a message for the Indian cricket team.

Also lined up are multi-packs consisting of four Pepsi Gold Bottles, available at all large format grocery stores. The multi-pack offer comes with an even more attractive consumer promotion that lets consumers win attractive Pepsi Blue Billion gear.

Lal adds, “Watching cricket matches together, is a great bonding occasion, be it with family or friends. With World Cup fever set to spiral in most homes, we believe the Pepsi Gold multi-pack can add a bit of magic to the occasion”.

Pepsi Gold is a premium offering targeted at cricket fans which will be available in two exclusive packs – a gold coloured 600ml PET bottle priced at Rs. 25, and the trendy, 250ml carry pack priced ar Rs. 15.

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