Coca Cola has always been an example-setting organisation when it comes to event-based marketing. Especially post 1996 it has established itself in this discipline. In 1996 when other brands were, taking cricket stars to feature in their TVCs Coca Cola displayed the spirit for cricket in the subcontinent with legendary Nusrat Fateh Ali Khan in the background.
With cricket, Coca Cola maintained this relation for nearly 20 years. In the late 1990s Coke was also, briefly, prime sponsor of Pakistan cricket, that probably was the first time when likes of Waseem and Waqar appeared in their ad.
In 2015 with “Phir se Game Utha De” campaign Coca Cola changed its Cricket World Cup campaign tradition as this time it featured celebrities and cricketers in the ad rather than the cricket fans like its previous all world cup campaigns.
This year with cricket ICC World T20 Coca Cola has come up with another experiment and that is dedicating whole campaign to Pakistan. It is not just about cricket, brand, fashion, entertainment, it is about Pakistan. Every aspect of Pakistan and that is why this campaign is Pakistani Ke Naam (In the name of Pakistan).
There is this digital activity going on by Coke Pakistan where celebrities are showing persuasion to share the coca cola bottle with Pakistan. This might not sound anywhere flashy or creative but this activity has potential to redefine the course and face of digital campaign and advertising in future in Pakistan along with creating a better correlation between TVC and digital camping.
Here are some of the celebrities who have been part of this campaign.
Team Coke Studio
Muneeb Butt
A video posted by Media Spring Pk (@mediaspringpk) on
Chef Mehboob
Ashir Azeem
A video posted by Media Spring Pk (@mediaspringpk) on
Sarwat Gilani
Fahad Mustafa
A video posted by Media Spring Pk (@mediaspringpk) on
Jimmy Khan
Sarah Haider
A video posted by Sara Haider (@sarhaider) on
Umer Sayeed
Yasir Hussain
A video posted by T. Edit (@tribunedit) on
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