New Delhi: The Cola battle is getting fuzzy. By signing up as sponsor for the Mohali Indian Premier League team Kings XI Punjab, Coca Cola can now use images of Pepsi's pinch-hitter Yuvraj Singh.
With the IPL Coca Cola has scored over Pepsi and is sponsoring the Mohali team. The deal gives Coca Cola the right to use visuals of the team, which includes Pepsi's brand ambassador Yuvraj Singh.
"We have signed up as one of the sponsors of the Mohali team and that gives us the right of branding on t-shirt sleeves, the helmet and use images of players like Yiuvraj Singh, Sreesanth, Brett Lee and the others as a team," Venkatesh Kini, VP-Marketing, Coca Cola India, says.
Sources say Coke is considering an advertising campaign with the Mohali team. Needless to say Pepsi will be upset seeing their pinch-hitter batting on the other side.
Coca-Cola has also come out with new packaged offerings to fizz up its summer sales. For the very first time the mango-based drink Maaza will be sold in a tetra pack for Rs 12.
The company says Maaza is the market leader in this segment with a 35 per cent market share and the new convenient packaging will be reflected in Coca Cola's topline.
Coca Cola is also going local with its innovative packaging. It is launching a new fridge pack of 1.2 liters for Rs 30.
This new pack has been especially designed for Indian fridges and is perfect for a group of four-five people. The company has finally realised that consumers don't want to drink flat coke the next day.
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