PepsiCo brings IPL fever in-stores

Following the ICC Cricket World Cup 2015, the cricket fever soon made a come-back to the subcontinent with the Pepsi Indian Premier League (PIPL Season 8). To create the same frenzy and enthusiasm among cricket lovers, PepsiCo, the title sponsor of the league came up with their new campaign at various retail touch-points. "Crack the Pepsi IPL” campaign attracted IPL fans to make their own advertisements and the selected few were shown live on TV during the season.

This innovative in-store activity was executed by Brand Evoke Systems & Creative Solutions for the brand. The campaign got a complete re-designed look and communicated well at retail chains to push sales.

Kaushik Bhattacharjee, Founder and Managing Director of Brand Evoke Systems & Creative Solutions Pvt. Ltd. shares with POP, "We were asked to propose fresh designs and deploy them at retail points and also rebrand some of the FSUs that were already implemented during the Cricket World Cup campaign in February 2015. So, we came up with fresh design for the category arch replacing the World Cup Category arch at HyperCity, Malad - Mumbai. The pitch was also modified with the branding "Crash the Pepsi IPL logo”. Also, the FSUs which were already deployed at Reliance and Star Bazaar were re-designed and re-branded by our team. The proposed fresh category/end cap designs for the limited edition of IPL cans were also deployed at Total, Food World, Heritage and Spencer's Retail along with a lot of pallet branding which were done at stores though without adequate space.”

This kind of retail visibility campaign has been carried out across 91 modern trade stores which include HyperCity, Tesco, Spencer's Retail, Reliance, Total, Food World and Heritage.

On the implementation challenges, Bhattacharya opines, "There were no major challenge during execution except in the case of pallet brandings, where different pallets were provided during implementation than the one that were confirmed during recce at stores. Hence, modifications had to be done on spot at the stores to adjust with new dimensions.”