The latest onslaught in Coca-Cola's 250 million baht (about US$6 million), six-month push includes a television commercial featuring FIFA's 2001 world player Luis Figo and plans to broadcast World Cup matches live on giant screens in Bangkok and upcountry destinations. "As an official sponsor, there's a lot we can do that we could not have done otherwise, said Coca-Cola's external affairs director, Katie Meech.
That has not stopped Pepsi from launching a campaign that leverages on the sport but stops short of mentioning the words World Cup to which Coca-Cola reportedly paid $14.5 million to sponsor.
"There is a lot of hype behind the World Cup. A lot of sponsors as well as non-sponsors are leveraging behind it, said Pepsi Thailand marketing director, Charlie Jitcharoongphorn. Pepsi's latest ad features a young Thai football star kicking a ball with the brand's celebrity endorser Britney Spears. Pepsi and its local bottler, Serm Suk, have said that their budget for the same period will total 400 million baht, three quarters of its planned annual spend. Pepsi has claimed that it is the largest amount it has committed to an event and is 30 per cent more than its rival's.
The ad is accompanised by a 'Pepsi Pass' soccer promotion in which customers collect cards featuring international football players and participate in a lucky draw for tickets to football matches. Pepsi's move has angered Coca-Cola and marks a repeat of a clash between the rivals earlier this year.
At that time, Coca-Cola featured the English football team, which it sponsors, including Pepsi spokesman David Beckham, on its cans and trading cards. Pepsi complained that the move showed a lack of business etiquette.
