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Coca-Cola is capitalising on Pakistan's passion for tape-ball cricket amid the nation's hosting of the Champions Trophy, its first major cricket event in nearly 30 years. With Pepsi sponsoring the national team, Coca-Cola has launched a limited-edition bottle campaign targeting street cricket enthusiasts. The campaign features a red tape behind the bottle's label, used to transform a tennis ball into a tape-ball, resonating with local traditions and evoking nostalgia.

This is a great example of culturally aware marketing segmentation. By tapping into a beloved national pastime, Coca-Cola strengthens its connection with Pakistani consumers. So when you’re next expanding into a new territory, consider culturally resonant campaigns that honour local traditions, fostering genuine brand affinity.

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