Coca-Cola: Remove labels

This case study describes how Coca-Cola, a leading soft drink brand in the Middle East, held an Iftar (Ramadan meal) in the dark and removed labels from their cans to encourage people to see others without prejudice, and raise its brand profile.

Coca-Cola: Remove labels

Tahaab Rais and Evan Kearney

Campaign details

Brand owner: The Coca-Cola CompanyLead agency: FP7/DXB (Part of McCann Worldgroup)Contributing agencies: Memac Ogilvy Dubai, UM DubaiBrand: Coca-ColaCountry: UAEIndustry: Carbonated soft drinksChannels used: Content marketing, Earned media, buzz, Events & experiential, Online video, Packaging & design, Product placement, Product sampling, Public relations, Social media, Word of mouth, advocacyMedia budget: Up to $500k

Executive Summary

Coca-Cola wanted to encourage people across the Middle East (and, effectively, the world) to remove labels and see without prejudice during...

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