As Pakistan hosts its first major cricket event in nearly three decades, Coca-Cola is seizing the moment to outshine Pepsi, the national team’s sponsor, by launching a nostalgic tape-ball cricket campaign. 

In a bold marketing maneuver, Coca-Cola is tapping into Pakistan’s beloved street cricket tradition, tape-ball cricket, to rival Pepsi’s longstanding association with the national team. According to Reuters, the beverage giant has introduced limited-edition bottles featuring a red tape behind the label, allowing consumers to transform a tennis ball into a tape-ball, a staple in Pakistani street cricket. Not only does the move evoke nostalgia, but it also positions Coca-Cola at the heart of grassroots cricket culture during the ICC Champions Trophy, the country’s most significant cricket event since 1996.

The campaign’s Urdu advertisement shows a young man entering a store to purchase a tennis ball and electrical tape, traditional components for creating a tape-ball. Instead, the shopkeeper hands him a tennis ball and a Coca-Cola bottle. Puzzled, the customer asks, “What’s this?” to which the clerk responds with a knowing smile. The customer then discovers the red tape concealed behind the bottle’s label, allowing him to craft a tape-ball on the spot.

A bold move

It’s certainly a bold move from Coca-Cola, considering Pepsi’s sponsorship of Pakistan’s national cricket team. By focusing on the universally cherished pastime of tape-ball cricket, Coca-Cola sidesteps direct competition and instead roots itself in the everyday experiences of Pakistani cricket enthusiasts. Good move, Cola.

Despite recent challenges, including consumer boycotts in Muslim-majority countries, Coca-Cola and Pepsi collectively dominate over 80% of Pakistan’s carbonated beverage market.

The ICC Champions Trophy marks a historic moment for Pakistan, as it is the first major international cricket tournament hosted in the country since 1996. Coca-Cola’s campaign not only capitalises on the nation’s cricket fervor but also contributes to the celebratory atmosphere surrounding the tournament’s return.

The limited-edition bottles are available in select stores across major cities. Your move Pepsi.

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