Pepsi and Coca-Cola are going head to head to win sales during the World Cup
One of the biggest clashes of the World Cup campaign could take place off the pitch. Early kick-offs present a special opportunity for pubs to boost their soft drinks sales and both Coca-Cola and Pepsi are seizing the chance to open up a new front in the cola wars.
The fact that both brands are controversially fielding England captain David Beckham as part of their activity has already hit the headlines but licensees will be more interested in what the cola giants can practically do to help them attract customers.
Both offer them something that, with a bit of work, can give them a clear point of difference in the market.
Coke, which has connections with the World Cup going right back to the first tournament in Uruguay in 1930, has already caught the public imagination with its limited edition bottles - meaning that supplies are not quite as limited as was originally intended. There will be a good few million of them around.
Four versions have been produced featuring pictures of England players - in goal, in defence, in midfield and in attack. They are available in mixed cases and are likely to become collectors' items. Be prepared to sell plenty of bottles unopened.
They are exclusive to the on-trade meaning that fans are going to have to visit the pub to get their hands on them. But it will pay to put some effort into marketing.
You might offer a set as a prize, for instance, or make use of the striking red designs for a back-bar display that can help raise the profile of your whole soft drinks offer.
Pepsi, meanwhile, is busily tailoring its promotional activity to the varying needs of different pub operators.
In a deal with Tom Cobleigh, for instance, penalty shoot-out scratchcards will give customers the chance to win a range of football-themed prizes including a full-sized table football pitch which brings to life the ad that pits a Pepsi star XI against a team of sumo wrestlers.
Century Inns, meanwhile, will be running an upsizing promotion with tickets to the Pepsi Player Party. Held at Old Trafford in July, the event gives families the chance to mingle with the stars and be coached by top internationals. Pepsi is the sponsor of individual players such as Beckham, Emmanuel Petit of France and Juan Sebastian Veron of Argentina.
"Our focus is on the players rather than the tournament itself," said Pepsi brand controller Katie Rawll. "This enables us to be more flexible and give people things to talk about right through the tournament. Even if England are knocked out, Chelsea fans will still be interested in Petit and Manchester United supporters will want to follow the fortunes of Veron."
Activity in pubs will be backed by advertising, including the sumo commercial, from mid-May, but Katie emphasised that to make the most of the opportunity pubs should be raising awareness of their activity well in advance.
"Judging by the amount of interest we are already getting, by June the mood around the World Cup should be incredible and there's no doubt that the pub is the best social environment in which to watch the games.
"But licensees have to make sure they merchandise well and get plenty of point-of-sale displays out not only for the games themselves but before the tournament starts.
"If you can offer prizes such as signed shirts and footballs put them on display and customers will be tempted into your pub rather than the one up the road."
Pepsi also recognises that barstaff have a big part to play in setting up displays, explaining the mechanics of promotions and generally talking to customers about what's happening.
They can win a Pepsi shirt signed by David Beckham if they correctly stock and serve 300ml bottles of the brand.