As the official sponsor of the World Cup, Coca-Cola launched a series of initiatives to leverage its global association with the event, while key rival Pepsi responded with an ambush-style campaign looking to capitalise on impending football fervour.
Coke's campaign includes the FIFA World Cup Trophy Tour, the Flag Bearers' programme and limited edition collectible Coke cans. A 15-second TVC developed by McCann Erickson Malaysia, 'We all speak football', offers a preview of the FIFA World Cup Trophy Tour presentation and clips of a special FIFA World Cup 3D movie that will be shown during the upcoming tour. "By giving Thai people the chance to win tickets to the next five World Cup finals, Coke will build on the fun and excitement of the World Cup, while definitely making one very lucky fan's football dreams come true," said Pornwut Sarasin, vice-chairman of Thai Pure Drinks.
Pepsi's 'Dare for more' drive, meanwhile, includes a 90-second global 'Pepsifest' TVC, featuring big-name endorsers such as David Beckham, Thierry Henry, Frank Lampard and Ronaldinho. The BBDO-created campaign will run until mid-April.
Charlie Jitcharoongphorn, marketing director of Pepsi-Cola (Thai) Trading, said Pepsi would also launch a new promotion called 'Drink Pepsi, win seven gold medals', which offers consumers the chance to win prizes valued at more than eight million baht (US$207,000).
"Both campaigns seem tuned in, but credit Pepsi for further blurring the lines with the World Cup's official sponsorship. It has done a great job aligning the Pepsi brand with a handful of the world's best players, and the fans see that connection no matter which jersey these guys are wearing," said Neal McCarthy, managing director, Weber Shandwick Thailand.
Added Akimasa Baba, CEO, Dentsu Media Palette Thailand: "As one of the official sponsors of World Cup, Coke is utilising the opportunity to play with sales promotions such as premium give-aways and lucky draws. But such activities will only stimulate sales over a short period of time."
