SachDan Posted July 18, 2011 Posted July 18, 2011 http://m.economictimes.com/news/news-by-industry/cons-products/fmcg/tribute-to-tendulkar-coca-cola-to-roll-out-65-million-sachin-cans-as-part-of-100th-century-celebrations/articleshow/9264825.cms NEW DELHI: The world's largest beverages brand plans a grand tribute to Sachin Tendulkar who is one century short of becoming the first batsman to score 100 international centuries: launch some 6.5 million special Coca-Cola cans with pictures of the master batsman. The move will help the cola giant make the most out of its Rs 12-15-crore endorsement deal with Tendulkar signed early this year, and make up for not leveraging the association during the Cricket World Cup that India won. Coca-Cola is printing the cricketing legend's pictures along with statistics of his select 10 centuries on about 6.5 million cans of brand Coke to celebrate Tendulkar's hundredth international century which everyone expects in England, where India will play four tests and five one-day internationals starting July 21. The cans will be rolled out in the market starting next fortnight. This is the first time a celebrity or a brand ambassador will figure on packs of any Coke beverage in India. "We are making an exception for one of India's great legends," says Coca-Cola India VP (Marketing) Anupama Ahluwalia. In some European markets, Coca- Cola has, in the past, printed pictures of celebrities on its beverage packs. Tendulkar has handpicked nine of the 10 centuries that Coca-Cola cans will spot. The tenth will be his hundredth century. Coca-Cola will release about eight lakh cans with the details of Tendulkar's 100th century whenever it comes. A mass media campaign is set to coincide with the cans rollout, created by ad agency McCann Erickson. Industry experts say the idea is big and has scale, but its strategic implementation would be a key for its success. "A Sachin campaign could be a sure-shot winner, but how well the marketer leverages the campaign, makes a consumer connect, and takes it forward is the key," says Mahesh Chauhan, co-founder of advertising and marketing firm Salt Brand Solutions. "But they (Coca- Cola) are probably a bit late in leveraging their association with Sachin, considering they signed him early in the year, though it must be part a planned strategy," he added, referring to the missed opportunity during India's successful world cup campaign. Sachin, who is known to charge about a million dollars per year per deal, endorses close to 13-14 brands including sports footwear and apparel maker Adidas, luxury Swiss watch maker Audemars Piguet, insurance services firm Aviva Life Insurance, bank Royal Bank of Scotland (RBS) and appliances major Toshiba. These brands too are looking to leverage their association with the cricketer once he cracks his 100th century. "We are, of course, working on plans, in anticipation of Sachin's 100th ton. But we can't talk about them now," says Adidas AGM- —Brand Communication and Sports Marketing Damyant Singh. Though firms do leverage associations with celebrities through packaging, this is the first time it is being done on a mass scale. PepsiCo, for example, had rolled out PET bottles with blue packaging with Indian team skipper MS Dhoni's body during the World Cup.
Roshanrocks Posted July 18, 2011 Posted July 18, 2011 :hail: I hope Sachin doesnt get stranded on 99 like Bradman :nervous:
Mariyam Posted July 18, 2011 Posted July 18, 2011 They've taken this eat cricket, sleep cricket drink only Coca Cola campaign a step too far. :D Don't think its that great a marketing idea. A pic of Sachin on the can is ok. But listing out his 10 great centuries? As if anyone really reads whats printed on a can. Who cares? The good thing is that we'll have many arguements on ICF if those 10 centuries really are his best 10. :P
Roshanrocks Posted July 18, 2011 Posted July 18, 2011 ^ those 10 centuries will be picked up by Sachin himself Lets start guessing now :woot: In no particular order......... 1. the 100th test 100 2. His first test 100 3. Perth 4. the century against england after the 26-11 attack. 5. 200 (ODI) 6. twin centuries (desert storm) (ODI) 7. 175 (ODI) 8. 155* vs Warne 9. 169 vs SA 10. 136* against Pakistan
Sachinism Posted July 18, 2011 Posted July 18, 2011 Yeh no need to list 100's, its all subjective and we'll have a thread about it here and people will argue which was better and how coca-cola are a disgrace. Anyway will these be available only in India?
kabira Posted July 18, 2011 Posted July 18, 2011 they should list any 10 on any given can. And come out with the scheme, those who gets all 99 gets free gift. will be fun.
Sachinism Posted July 18, 2011 Posted July 18, 2011 Wait so there will be 10 individual can designs? Bloody collectibles
Yoda-esque Posted July 18, 2011 Posted July 18, 2011 Just my opinion but........Atheletes should stop endorsing these silly soda based drinks ..do nothing for your health except give you gas!
NareshK Posted July 18, 2011 Posted July 18, 2011 Looks nice.:icflove: I'm assuming there are going to be 10 cans for 10 best centuries ?
WC2011INDIA Posted July 18, 2011 Posted July 18, 2011 What if he doesn't get his 100th century?? Coca Cola has jinxed it by announcing this.
CSK Fan Posted July 18, 2011 Posted July 18, 2011 What if he doesn't get his 100th century?? Coca Cola has jinxed it by announcing this. Its all fixed by BCCI and Coke bro. Sachin will get it in Lords
SachDan Posted July 18, 2011 Author Posted July 18, 2011 Its all fixed by BCCI and Coke bro. Sachin will get it in Lords :haha::haha: Add ICC too lol
Jersey #10 Posted July 18, 2011 Posted July 18, 2011 :pepsi: is better but I'll drink more coke (what are the chances of smuggling one of these cans in the states?)
Jersey #10 Posted July 18, 2011 Posted July 18, 2011 :haha::haha: Add ICC too lol and ECB :haha: They need money too
Sidhoni Posted July 18, 2011 Posted July 18, 2011 :woot: I'll buy, it ill be a great thing to possess! :pepsi:
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