The ICC Champions Trophy 2025 isn’t just about cricket—it’s where a sizzling ad war unfolds. Coca-Cola set the ball rolling with its “Half Time” campaign, inviting fans to refresh during game pauses. But PepsiCo isn’t sitting idle. In a bold counter-move, it launched the “Any Time” campaign, asserting that every moment is ripe for a Pepsi.
Coca-Cola’s “Half Time”: The Perfect Pause
Coca-Cola’s message is simple yet powerful. When the game heats up, take a break and sip a cold Coke. The campaign’s crisp visuals and catchy tagline remind us that even a brief pause can refresh your spirit and refocus your energy on the match.
PepsiCo’s “Any Time”: Every Moment is a Celebration
PepsiCo turns the traditional pause on its head. Its “Any Time” campaign challenges the idea of waiting for a specific moment. Instead, it declares that every second—whether it’s “first time,” “thirst time,” “play time,” or “winner’s time”—is a perfect moment for Pepsi. This spicy campaign not only injects humor into the rivalry but also revives the rebellious spirit of Pepsi’s legendary 1996 ad war.
A Nostalgic Nod to 1996
The current showdown isn’t new territory. Memories of the 1996 Cricket World Cup—when Pepsi famously countered with the “Nothing Official About It” campaign featuring cricket icons like Sachin Tendulkar—still resonate. Today’s ad war rekindles that era of bold, cheeky advertising, proving that a little nostalgia can spice up modern marketing.
Digital Buzz and Cultural Impact
Both brands are harnessing the power of social media and digital platforms. Coca-Cola’s “Half Time” campaign has flooded TV screens and online feeds, while PepsiCo’s “Any Time” full-page newspaper ad is igniting conversations across platforms. Fans are engaging in playful banter, making this battle a trending topic and a fresh chapter in the ongoing cola rivalry.
