Pepsi has always strived to come up with innovative concepts, thereby leaving an imprint on the minds of the people and has been acknowledged for its path breaking concepts over time, as far as reinforcing its ties with cricket is concerned, be IT through ‘Nothing Official about it’ (World Cup-1996), or through the World Cup video in 2003, or even taking consumers on the field of play with the ‘Toss Ka Boss’ promotion for the Champions Trophy in 2004.
Adding another feather to its cap, the brand has bagged two coveted awards at the recently concluded CASBAA (Cable and Satellite Broadcasters Association of Asia Awards) held in Hong Kong. CASBAA is the official body of C&S broadcasters in Asia and recognises good quality work done in Media.
The innovation of Pepsi Huddle created by Mindshare (the media agency of Pepsi) won the highest accolade for coming out with Integrated Marketing campaign and won the Campaign of the Year as well. With this, two of the biggest accolades in Asia have come to Pepsi’s kitty.
The Great Indian Huddle – a circular formation the Indian team gets into, at the fall of the opponents wicket, signifies the undying spirit of the Indian team and is a celebration of their ‘Thirst for More’, which completely embodies Pepsi’s core values.
Mindshare tied up with ESPN-STAR Sports for the Asia Cup Cricket series to create and deliver the Pepsi branded Huddle on live action feed, reinforcing the core message of ‘Thirst for More.’
Conceived in the summer of 2004 and executed on the Asia Cup in July the same year, Pepsi Huddle innovation gained immense popularity leading to the launch of a full-blown marketing and advertising campaign post July.
As part of that initiative, special huddle packs and dispensers were launched in the market, back of truck, hoardings and dealer boards, which added to the out-of-home visibility. A specially created Huddle TVC also premiered during Natwest in September 2004.
Elucidating on the idea that worked for Pepsi, Sundar Raman, General Manager, MindShare, Delhi, said, “The Pepsi Huddle is a fantastic example of how a media innovation kicked off an entire marketing campaign. What set the entry apart was the seamless execution of a simple but very impactful idea that not only further strengthened the brand’s connect with the sport and its viewers but also created broadcasting history.”
Explaining the brief that was given to them by Pepsi, Raman, said, “The brief was very simple, Pepsi has been owning the high ground on cricket and we needed to reinforce that in the increasingly cluttered space of Indian cricket environment.”