Netizens have fun as Pepsi does a marketing coup over Coca-Cola

New Cola Wars! Nothing Official About It 2.0! Anytime Vs Halftime! – this week has been rife with the Pepsi versus Coca Cola ad battle for summer supremacy.

On the backdrop of back-to-back cricket frenzy and with more to come, this Cola War is only going to further intensify as temperatures rise.

The latest trigger in this Cola War is Pepsi’s irreverent ‘Any time is Pepsi time’ campaign, poking fun at Coca-Cola’s ‘Half Time’ campaign. In an interesting twist, Pepsi took to print media for its latest ad salvo, which appeared in leading English dailies, compared to Coke’s ‘Half Time campaign which has been airing on television. Havas Creative India is the creative agency behind Pepsi’s ‘Anytime campaign’.

Comparisons have been drawn between that other time when Pepsi completely upstaged Coca-Cola in 1996 with its ‘Nothing Official About It’ campaign.

Also read:

Recreating ‘Nothing Official’ success, ‘Pepsi Anytime’ ambushes Coke Halftime ad

“Can” You Believe It? Pepsi’s Decades of Cola-teral Damage

In this digital era, it didn’t take long for ‘Anytime is Pepsi Time’ campaign to go viral, sparking widespread conversations online, with netizens engaging actively through memes, comments, and shares. Social media is abuzz with discussions, highlighting the nostalgia, humour, and cultural relevance of the campaign. Several social media posts have drawn comparisons to other marketing strategies, sparking industry-wide engagement.

“Pepsi’s latest campaign masterfully employs ‘Comparative Advertising Appeal’,” remarked Anil Fernandes, adding, “This isn’t just a cola war; it’s a textbook case of brand warfare, where competitive strategy, pricing intelligence, and consumer psychology intersect. The question is—who wins the next round?”

KV Sridhar, Global Chief Creative Officer, Nihilent Limited, wrote, “We all love it when two big guys fight! Fun in advertising is back!”

Brand strategist Manish Rohilla wrote on LinkedIn, “Nostalgia Hits! The Cola War is Back! This morning, while flipping through the newspaper, something caught my eye—a bold and clever Pepsi ad that instantly took me down memory lane. Remember the epic Pepsi vs. Coke battles of the ’90s and early 2000s? Well, guess what? They’re back!”

Dentsu X’s Jake Joss remarked, “Loved this - nostalgic to see the cola war reignited! It’s been a while since we got a straight-up brand face-off like this!”

“Classical conditioning of the word ‘Any time’ will be huge. Coca-Cola did so in the past with ‘Thanda matlab Coca-Cola,” noted marketing practitioner Manas Nayak.

“This campaign creatively challenges the norm, reinforcing Pepsi’s bold, youthful, and always-on positioning. The visual contrast speaks volumes – why wait for a break when you can refresh anytime?,” posted Hemant Jain on Instagram. (https://www.instagram.com/reel/DGyW5MsKLE_/?igsh=eW53bW9nMXBkM2Ji)

 Jumping into this moment marketing bandwagon, Exide took on both Pepsi and Coke on X with its own “All the Time” move, stating, “Let’s stop fussing about time because Exide keeps moving India, day in and day out, all the way, all the time.”

 

 

 

 

 

 

 

Meanwhile, in an ironical twist, there was a job posting from Coca-Cola on LinkedIn for a ‘Director - Marketing, Creative Strategy - Sparkling Flavours’ a day after Pepsi released its ‘Anytime’ ad!

The job posting from Coca-Cola has unintentionally become a talking point amid the Pepsi campaign’s virality, with netizens and industry professionals creating a link between the two, fueling conversations about brand rivalries and marketing timing. The discussion adds an additional layer to the campaign’s impact, showcasing how Pepsi has successfully owned the moment.

Brand strategist Manish Rohilla wrote, “After yesterday’s ad, Coca-Cola is now hiring for Director - Marketing & Creative! Meanwhile, over at PepsiCo India… they’re just sipping their cola, watching the drama unfold, and proving once again why they’re the real MVPs – from Half Time to Anytime!”

“Some ads spark conversations, others spark job openings,” quipped Pradeep Singh.

Moment Marketing: Pepsi’s Role in Creating a Viral Cultural Phenomenon

Pepsi’s campaign has demonstrated the power of moment marketing, sparking reactions not just from the audiences, but also from brands looking to ride the wave.

The campaign’s virality has turned it into a cultural moment, with brands tapping into the buzz through their own reactive marketing.

Pepsi’s Strategy: A Masterclass in Brand Engagement

The campaign’s ability to dominate online chatter highlights Pepsi’s expertise in cultural marketing. It reinforces how brands can shape narratives and organically drive engagement without direct advertising.

The organic traction from brands, consumers, and media further solidifies Pepsi’s positioning as a trendsetter in the industry.

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