In today’s Times of India Sports page, Pepsi has taken a subtle shot at Coke. It is not something that the consumers are expected to observe, but the ones in the industry would understand it as Pepsi making a statement.
Here’s the clipping I mention:
You ask – so what’s wrong with this? Well, the discrepancy here is that Sachin is being talked about by Gilchrist as a Game changer, with the prominently displayed ‘Change the Game’ and Pepsi logo. It gives an impression that Sachin is working with Pepsi, while he is actually the brand ambassador for Coca Cola. An indirect poaching !
Agreed, it is not going to make much difference in the comparative sales of the products. It is just a mischievous shot taken by Pepsi.
Another, not-so-subtle campaign that Pepsi is running : Notice the article by Kevin Pieterson in the same paper? – Its about Sehwag being a ‘game changer’. Never mind the fact that both Pieterson and Sehwag are on contract to endorse the ‘change the game’ campaign by Pepsi 🙂 (we talked about it in an earlier post here)
Pepsi’s campaign is catching up to the people, and especially the word ‘game changer‘ is spreading, as it is applied across different fields in articles written in any newspapers, magazines and blogs.
Note: There might be a probability that the ‘Sachin is a Game Changer’ article is only an innocent coincidence. But then, when it comes to Pepsi and Coke and the decades-old Cola Wars, I am reluctant to accept anything as a coincidence.