There is 'NOTHING OFFICIAL ABOUT IT' when it comes to Pepsi and its Marketing strategies. Pepsi has been a major contributor of finance to sporting facilities. Pepsi has over the years used Sporting events to promote and enhance its brand image, be it officially (Official sponsor) or unofficially (Parasitic Marketing).
The two major events where Pepsi has successfully resorted to PARASITIC MARKETING have been the ICC CRICKET WORLD CUP in 1996 and the FIFA FOOTBALL WORLD CUP in 2002.
Well there is Nothing Official about the fact that Pepsi was present at the ICC CRICKET WORLD CUP 1996 whether, officially or unofficially.
Official Sponsor:
Coca Cola was the official soft drink of the ICC CRICKET WORLD CUP. Coca Cola started promoting itself as the Official Soft drink of the ICC Cricket World Cup held in India, Pakistan and Sri Lanka.
Ambush Strategy:
Pepsi responded to the Coca Cola promotion of the official Soft Drink of the Cricket World Cup, 1996 by carrying out a mega media campaign with the punch line NOTHING OFFICIAL ABOUT IT. To carry out its campaign Pepsi roped in the SACHIN TENDULKAR. The use of Sachin Tendulkar to promote its brand by using the attention gathered because of the event undermined the success of Coca Cola as an Official Sponsor.
Pepsi was at its PARASITIC BEST at the FIFA FOOTBALL WORLD CUP, 2002 held in Korea and Japan.
Official Sponsor:
Millions of Dollars were spent by Coca Cola to get the Official Sponsorship of the FIFA FOOTBALL WORLD CUP, 2002. But at the end of the event Pepsi went with the honours of capturing more attention than Coca Cola got
Ambushing Strategy:
Pepsi once again used the star power of Major Footballers like David Becham, Roberto Carlos and other well known Footballers. It came up with an innovative idea of a match between the Football Stars and Sumo Wrestlers, the prize for the winner being PEPSI. Though the Sumo Wrestlers won the match, the real winner was Pepsi.
REASON BEHIND Pepsi’s SUCCESS
The main reason behind Pepsi's success at Parasitic Marketing was that it did make any direct reference to the event. It merely used the event to successfully capture audience attention. What made catching attention easier was that it had innovative and creative media campaign and it used the Stars of the event to promote its brand.
The two major events where Pepsi has successfully resorted to PARASITIC MARKETING have been the ICC CRICKET WORLD CUP in 1996 and the FIFA FOOTBALL WORLD CUP in 2002.
Well there is Nothing Official about the fact that Pepsi was present at the ICC CRICKET WORLD CUP 1996 whether, officially or unofficially.
Official Sponsor:
Coca Cola was the official soft drink of the ICC CRICKET WORLD CUP. Coca Cola started promoting itself as the Official Soft drink of the ICC Cricket World Cup held in India, Pakistan and Sri Lanka.
Ambush Strategy:
Pepsi responded to the Coca Cola promotion of the official Soft Drink of the Cricket World Cup, 1996 by carrying out a mega media campaign with the punch line NOTHING OFFICIAL ABOUT IT. To carry out its campaign Pepsi roped in the SACHIN TENDULKAR. The use of Sachin Tendulkar to promote its brand by using the attention gathered because of the event undermined the success of Coca Cola as an Official Sponsor.
Pepsi was at its PARASITIC BEST at the FIFA FOOTBALL WORLD CUP, 2002 held in Korea and Japan.
Official Sponsor:
Millions of Dollars were spent by Coca Cola to get the Official Sponsorship of the FIFA FOOTBALL WORLD CUP, 2002. But at the end of the event Pepsi went with the honours of capturing more attention than Coca Cola got
Ambushing Strategy:
Pepsi once again used the star power of Major Footballers like David Becham, Roberto Carlos and other well known Footballers. It came up with an innovative idea of a match between the Football Stars and Sumo Wrestlers, the prize for the winner being PEPSI. Though the Sumo Wrestlers won the match, the real winner was Pepsi.
REASON BEHIND Pepsi’s SUCCESS
The main reason behind Pepsi's success at Parasitic Marketing was that it did make any direct reference to the event. It merely used the event to successfully capture audience attention. What made catching attention easier was that it had innovative and creative media campaign and it used the Stars of the event to promote its brand.