The Coca-Cola Company: Hello happiness phone booth

This case study describes how Coca-Cola challenged the market leader Pepsi in the UAE, increasing brand love and market share by targeting the significant expat Asian community.

The Coca-Cola Company: Hello happiness phone booth

Y&R Dubai

What were the objectives for the creative work?

The objectives for the work were to drive penetration and sales by increasing Coca-Cola brand affinity among a key population segment in the UAE.

While nobody thinks of Coca-Cola as a challenger brand, in the UAE Coke was boycotted between the 60's and 80' while archrival Pepsi did not suffer the same fate. Launched in the UAE in 1962 Pepsi has dominated the market and owns the minds and hearts of a lot of customers. Pepsi's market share ratio to Coke is 1.3:1....

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