June 16, 2010
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Pepsi Will Drop Its Label if Argentina Wins World Cup
If Argentina wins the World Cup, Pepsi Cola plans to follow the example of Argentina’s coach Diego Maradona, who says he’ll celebrate by running around naked in Buenos Aires.Not to be outdone, Pepsi announced that the company’s soft drink bottles will be sold for a week in Argentina with no label if that country wins the soccer tournament. To illustrate what that would look like, Pepsi is running print ads this week from BBDO Argentina showing a Pepsi-shaped plastic bottle of dark liquid dressed in nothing but a blue label fastened to the neck of the bottle reading, “If the coach goes naked, we will, too. Pepsi promises.”
Mr. Maradona, a frequently controversial former soccer star who is coaching his first World Cup team, apparently responded to a radio interviewer who asked how he would celebrate an Argentine victory by saying that he would strip and run naked around the Obelisk, a famous Buenos Aires landmark.
That was enough to prompt BBDO Argentina to make a cheeky bid to grab attention for Pepsi during the World Cup. In the agency’s last campaign, Pepsi changed its name to Pecsi to reflect the way the brand’s name sounds when pronounced in Argentine-accented Spanish.
Argentina isn’t tipped to win the World Cup, but the country isn’t a long shot, either. Brazil and Spain are considered the tournament’s favorites, but Argentina boasts star player Lionel Messi and the odds on Argentina emerging next month as the champion are about 6-1. Argentina has played only one game so far, an easy victory over Nigeria, and on Thursday morning faces a mediocre South Korean team, whose only standout player is Park Ji-Sung. (Mr. Park plays during the regular season for Manchester United, whose fans like to greet the South Korean player with the chant “He shoots, he scores, he eats Labradors.”)
Comments (8)
That should be something to behold… I mean of course the naked bottle. lol. How are you my friend?
I’d love to see that.
hi there…are you watching the matches…I was not into football until the Cup came to Tokyo and my clients there were the sponsors…now I know it better and like it. Who are you hoping will take the Cup?@ZSA_MD -
@Gentemann - I am hoping that US will win tomorrow morning; but I am thinking that may be Portugal will give a heck of a fight for the Cup, or Brazil or Argentina or Germany, God, I don’t know Jer, can you imagine how wonderful it would be if the US wins tomorrow and keeps going?
Too bad you couldn’t go to South Africa to watch the games.. especially if your clients were the sponsors. It is a mad house here, with the US open ( golf ), the World Cup, and the upcoming Wimbledon. Never a dull moment from the way we scream and urge the players on their games!! ha ha.
wimbledon should be great…wow the USA third goal would have been nice!
j
wow…we eeeeked by! but so glad we did for the future of soccer here we need to do well.
Okay, what about the louis vuitton bag style element by the way, and what of new louis vuitton development? LV lately uncovered a new line of products, Louis vuitton bags early this year to the press. And lined up is also the world’s first iPhone cover to be from a luxury lv brand.
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