The Marketing Checkmate The picture above just goes to show that you dont need an expensive budget or an expensive brand ambassador to be one up on your competition. All you need is some creative and original thinking. Also, keeping and eyes and ears open for the the perfect moment surely helps. Just, by putting up this one bill board, Pepsi goes one up on Coke, just like they did in the 1996 Cricket World Cup, when they stole the thunder from the "Official Sponsers" Coca Cola with their "There's Nothing official about it" campaign. Coming back to the picture above, Coke is in a strange predicament. Should they remove their hoarding?They are dammed if they do, and they are dammed if they dont. A perfect Marketing Checkmate.