PepsiCo Canada was interested in getting closer to the ethnic community in the GTA to build greater awareness of the brand and increase trial and usage. Ethnicity was brought to the table to find an idea that could resonate with the ethnic community and help in its activation.
Pepsi Canada celebrated the games by hosting the biggest live HD-screening of the cricket match in Canadian history at Mississauga’s Hershey Centre, and more than 2,800 people showed up on the day, many of them wrapped with their national flags around them. The severe cold and wind chill of -40 degrees could not put off the excitement of the fans from South Asia when their favourite teams went head to head in what was to be another legendary match.
Pepsi provided Canadian cricket fans with a unique cricket-viewing experience, something that provided fans with the same level of excitement as watching the game in person.
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