Marketing Campaign: PEPSI “Change the Game”

In Today’s Competitive World, irrespective of constraints, Winning is Ultimate. Being one of the Global sponsors of ICC World cup, PEPSI recently launched “Change the Game” Campaign which mainly targets upon millions of Youngistaanis. It signifies that one must be Innovative, Dynamic, ability to take risk and do things unconventionally to reach success in their own lives.

This Campaign has created a unique brand association for PEPSI among its consumers thus creating positive brand equity and brand knowledge by

1. Building the brand elements of the campaign by choosing MS Dhoni (Helicopter Shot) , Harbhajan(Doosra), Dilshan( Dilscoop), Kevin Pietersen(Switch Hit), Virat Kohli and Suresh Raina(aggression on-field) whom symbolizes the usage of unorthodox and pioneering way for winning the match. They also have painted body look which gives individual player’s passion for the game.

2. The campaign is also set to launch through consumer engagement programmes, special edition packaging, in-stadia amplification and digital engagement programmes.
   

After Watching the Commercial, I felt that PEPSI personalizes itself with its consumers and creating a good brand image. I guess that Indian Cricket team will discover more remarkable tricks for winning the game in near future!!

Watch the Commercial of PEPSI “Change the Game” Campaign.