The Coca-Cola Company: Open Up - how two simple words broke a centuries old taboo

This case study explains how Coca-Cola, the soft drinks brand, connected with Middle Eastern consumers by demonstrating it understood Muslims' difficulties during Ramadan.

The Coca-Cola Company: Open Up - how two simple words broke a centuries old taboo

Evan Kearney and Waleed Fareed

Campaign details

Client: The Coca-Cola CompanyAgency: Memac Ogilvy and MatherBrand: Coca-Cola

Summary

Ramadan is a time of togetherness, optimism and spiritual refreshment, yet the majority of season's communications are either sales promotions or clichéd preaching and bored consumers are tuning them out. Brands compete aggressively to be noticed over each other during this most significant of seasons, but have made the Ramadan battle one of budgets rather than connection - he who shouts loudest, wins....

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