Coca-Cola ties up with ICC to spread the cricket fizz
By Bhawana Anand - July 15, 2019
The cola major launched on-ground activations in multiple countries in partnership with the ICC, to ride high on cricket fans’ sentiments during the World Cup season
As part of its continued focus on celebrating people’s passions and moments of joy, Coca-Cola has entered into a five-year global strategic partnership with ICC to celebrate cricket. The aim of the partnership is to create memorable experiences for cricket fans across the world by strategically combining the strengths of Coca-Cola the company’s diversified portfolio of over 500 brands and worldwide retail reach with ICC’s unwavering focus to expand the sport’s footprint globally.
During 2019 World Cup, the brand launched two campaigns conveying its core idea: Be the 12th Man. The campaigns till date has received more than 180 million views on television and 200 million views on Hotstar.
The company also created a line of innovations, which linked on-ground activations for digitally for the benefit of the consumers. Special promotions were kicked off to provide consumers an opportunity to win an all-expense paid trip to London and watch a World Cup match live, along with other attractive prizes. PET bottles with a unique code under the labels were launched.
Eight other countries activated this property, including the United Kingdom, for a strong on-ground and digital activation, and the palpable excitement got extended to South West Asian countries such as Bangladesh, Sri Lanka, Nepal, Bhutan and Maldives.
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