Scotland’s T20 World Cup Entry Turns Into a 5 Star Marketing Masterstroke

In a tournament dominated by high-stakes qualifiers and intense competition, Scotland’s men’s cricket team has taken a refreshingly different route by “doing nothing.” Their partnership with Cadbury’s 5 Star chocolate has transformed their entry into the ICC Men’s T20 World Cup 2026 into a marketing phenomenon.

The campaign, built around the iconic tagline “Eat 5 Star, Do Nothing”, resonated perfectly with Scotland’s laid-back arrival in India. Social media posts featuring players enjoying 5 Star bars captured attention, sparking conversations about how associate teams can deliver greater brand value than traditional sponsorships.

Key Highlights

• Unique Partnership: Cadbury’s 5 Star teamed up with Cricket Scotland for a playful campaign.
• Tagline Resonance: “Eat 5 Star, Do Nothing” aligned with Scotland’s unusual qualification story.
• Social Media Buzz: Posts of players eating 5 Star bars went viral, amplifying brand recall.
• Marketing Strategy: Brands are increasingly partnering with associate teams for cost-effective visibility.
• Industry Impact: The campaign is being hailed as a masterstroke, similar to Flipkart’s sponsorship of Namibia.

Sources: Firstpost, PTI, Instaread, MN4U Bureau