Pepsi breaks every barrier to take the fan ridiculously close to the action

Shubhrojyoti Roy

Campaign details

Brand owner: PepsiCo India
Lead agency: JWT Delhi
Contributing agency: DigiVaasi Interactive Services and Zapak Digital Entertainment
Brand: Pepsi
Country: India and Sri Lanka
Industry Non-alcoholic, soft drinks
Channels used: Earned media, buzz, Events and experiential, Games and competitions, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Sales promotion, Social media, Sponsorship - event, property
Media budget: Up to $500k

Executive summary

This case study describes how Pepsi shunned conventional advertising to bring the Pepsi Fan Dug-out to the 2012 T20 World Cup, an experience which allowed cricket fans to watch the game through the eyes of a cricketer, and delivered staggering ROIs. Pepsi, one of the multiple associate sponsors of the 2012 T20 World Cup, wanted in-stadia brand visibility with a low-budget – one that stands out from those of a dozen others in the stadium whilst also generating buzz. The agency shunned conventional logo-plastering and instead used this opportunity to provide a thrilling consumer experience by making a Pepsi Can-shaped dug-out on the field for fans to watch the game the way cricket stars do. A first in cricket history, it was the most-noticed tournament property, delivering an astonishing 15,990% ROI through earned media.

Market background and objectives