Pepsi's integrated marketing campaign in India centered around the World Cup last year has been adjudged the best campaign amongst 333 entries from around the world in the annual GLOBES Awards sponsored by the Marketing Agencies Association (MAA) Worldwide.
At a ceremony held in Florida, USA yesterday, Pepsi walked away with the top honor - MAA's Grand Prix award for best campaign overall, plus an individual GLOBE for best sponsorship or tie-in campaign of the year. Vibha Rishi, VP (Marketing), PepsiCo, New York, accepted the award.
Rajeev Bakshi, Chairman, Pepsi Foods Pvt. Ltd says "We have been receiving commendations for the Pepsi World Cup campaign from various quarters. However, it is indeed extremely delightful that a highly prestigious international forum such as the MAA Annual GLOBES Awards has bestowed the top award for the World Cup campaign", he said.
Pepsi's hugely successful World Cup promotions, under the "World Cup Ke Shikari" theme included the "Pepsi Bada Shikari Hunt Contest", "Pepsi Predikta Jackpot Contest", World Cup Commemorative bottles, and a specially-commissioned music video by Adnan Sami. To coincide with the World Cup, Pepsi launched the limited edition "Pepsi Blue" which was a huge success. Pepsi also ensured consumer participation through an interactive initiative on the Pepsizone on Yahoo website.
The 2004 GLOBES roster features winning campaigns from Argentina, Australia, Brazil, Canada, Chile, England, India, Indonesia, Israel, Mexico, Poland, Portugal, Singapore, Thailand, Turkey and the USA. This year's competition drew an all-time high of 333 campaigns from 26 countries, making the 2004 GLOBES turnout the largest ever and setting a record number of entries for the third year in a row.
Agency: J. Walter Thompson, India
Cricket in India is not just a sport; it's a religion, and the only one common to a country as diverse as India. Played once every four years, the World Cup was arguably the biggest sporting event of 2003, with the entire nation looking forward to it. Cricket is one of Pepsi's biggest platforms in India too, so WC 2003 posed a never-before opportunity for the leading cola brand to stamp its imprint on the country's culture of youth.
To drive sales, Pepsi mounted a campaign that aligned its brand with World Cup fever and set a theme that connected with the youth. Changing its colors to match India's Team Blue and turning out 2.5 million souvenir bottles for World Cup 2003, Pepsi deployed a remarkable array of big-brand tie-ins, sponsorships and such below-the-line initiatives as contests, instant-wins, music CDs, Team India merchandise and more.