Coca-Cola: The 12th Man

Harshvardhan Sahni

Coca-Cola India ran a TV and social media campaign called #BeThe12thMan as part of its sponsorship of the 2019 cricket World Cup; the aims were to grow volume, users and household penetration, and own the cricket conversation.

Campaign details

Brand: Coca-ColaBrand owner: The Coca-Cola CompanyAgency: McCannMarket: IndiaIndustries: Carbonated soft drinksMedia channels: Outdoor, out-of-home, Social media, Television, Virtual & augmented realityBudget: 3 - 5 million

Executive summary

Indians are obsessed with cricket and its players are treated like gods. For the World Cup – the grandest show in cricket, which comes every four years – it made perfect sense for chief sponsor Coca-Cola to celebrate the 'gods' like never before.

Except it didn't.

Why? Because something was wrong with the beautiful sport of cricket. It...

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