Coke ,

Pepsi

&IPL

1996 Indian World cup remember of Pepsi’s Nothing Official About it’ campaign to Combat Coke’s sponsor ship of the event. The

ambush marketing.

PepsicCo bagged title sponsorship of IPL for next five years for Rs.397 crore

Pepsi made a hefty outlay towards title

right is a big risk in the current unpredictable

economic scenario

Sponsorship is only a license to spent and need to allocate minimum 100% of the money it spent to buy the sponsorship rights to leverage the association through advertising

and the on ground events

Right of the property should be back it up

with all round exposure and preempt

any threat from the competition trying to

ambush the opportunity

Title sponsorship allows exclusivity rights with respect

to the contract signed with the BCCI

With stringent laws in place, an ambush may not be as effective this time around.

Coca-cola will have to navigate ever-tighter protection of rights, and come up

with something truly creative without using official branding and stars

While Pepsi uses media and TV, Coke can reinvent its battle through point of

purchase actions, precisely the distribution game with creative wars

Digital and social media usage is a big opportunity. Ambush via digital could start by creating strong online cricket properties like

fantasy leagues, gaming debates and contest

As long as the content is captivating consumer will

engage regardless of whether the brand is a IPL sponsor or not

Now Pepsi officials are in a huddle with their creative and activation partners to crack the big idea for the

brand

The coke team will be keenly watching to unwrap

their strategy for the IPL 2013

Thanking You

Ref: Anil Bapna, Brand Equity