Coca-Cola: Today I Will
Tahaab Rais
Campaign details
Brand owner: Coca-Cola Middle EastAgency: FP7/DXB (part of McCann Worldgroup), Momentum MENA, and UM MENABrand: Coca-ColaCountry: Middle East
Executive summary
This case study shows how, to celebrate the spirit of positive change and optimism resulting from the Arab Spring, Coca-Cola launched 'Today I Will', an initiative aimed at unlocking individual potential whilst staying true to the values that shape Middle Eastern society. By giving the youth a platform to make their voices heard, Coke reached millions and engaged hundreds of thousands across the region, while...