In a move that echoes the disruptive tactics of its iconic ‘Nothing Official About It’ campaign during the 1996 Cricket World Cup, PepsiCo has unveiled a spoof ad campaign for its Sting energy drink on the day of the high-stakes India-Pakistan clash in the World Cup. The aim? To challenge Coca-Cola’s official World Cup sponsor status.
Back in 1996, PepsiCo’s ‘Nothing Official About It’ campaign stole the limelight from official sponsor Coca-Cola, creating one of the most memorable ambush marketing moments in the country’s history. Now, with Coca-Cola retaining its official World Cup drinks sponsor title this year, PepsiCo is seeking to recreate that impact.
The new ad, titled ‘Unofficial Sponsor of Blue Energy,’ for Sting energy drink aims to deliver a punch similar to its 1996 predecessor. Industry insiders have noted the significance of this move, as it aligns with the official status of Coca-Cola as the World Cup drinks sponsor for the current tournament.
Marketing experts believe that PepsiCo’s ad cleverly navigates the legal requirements set by the International Cricket Council (ICC). Rohit Ohri, Chairman of ad agency FCB Group India, shared his insights, stating, “PepsiCo has reimagined two of its most iconic campaigns, ‘Nothing Official About It’ and ‘Men in Blue,’ within this ‘Unofficial Sponsor of Blue Energy’ Sting ad.” He emphasized the transformative impact these campaigns had on the game, its players, and its fans. The new Sting ad was created by ad agency Leo Burnett.
As of the time of reporting, there has been no response from PepsiCo to requests for comments.
The ICC has issued stringent advisories to protect the interests of its sponsors, emphasizing the need to safeguard intellectual property rights. The organization has expressed awareness of businesses attempting to gain unauthorized associations with the event.
Sting energy drink is PepsiCo’s fastest-growing brand. Its new blue variant has been launched in conjunction with the Indian team’s signature blue colour.
Executives have highlighted Sting’s remarkable growth within the Indian soft drink industry, with data from NielsenIQ indicating that energy drinks are growing at an impressive 50–55% annually. The affordable segment, priced at ₹20–25 per bottle, is experiencing explosive growth at a rate of 150% annually, while carbonated soft drinks are growing at 8–10%, albeit on a larger base. Sting is competitively priced at ₹20 for a 250-ml bottle and was introduced to the Indian market in 2017, with distribution spanning over two million outlets.
Sting faces competition from Coca-Cola’s caffeinated beverage, Charged by Thums Up, as well as higher-priced brands like Red Bull, Monster, and Hell. Coca-Cola India has announced its highest-ever brand spend in the second half of the year, betting on a surge in consumer demand during the World Cup and the festive season. For the tournament, Coca-Cola is extensively promoting its Thums Up, Sprite, and Limca Sportz brands, the latter being the official sports drink.
In a similar vein, Reliance Consumer Products has introduced a cricket-themed, lemon-flavoured sports-based carbonated drink called Campa Cricket.