The Coca-Cola Foundation: A World of We

This case study shows how Coca-Cola, the carbonated drinks company, increased its brand equity by developing a community action platform for youth in the Middle East.

The Coca-Cola Foundation: A World of We

Tahaab Rais

Campaign details

Brand: Coca-ColaBrand owner: The Coca-Cola CompanyLead agency: FP7/DXB (Part of McCann Worldgroup)Contributing agencies: UM MENA, DubaiCountry: United Arab EmiratesIndustry: Carbonated soft drinksChannels used: Content marketing, Events & experiential, Games & competitions, Mobile & apps, Online video, Public relations, Social media, Word of mouth, advocacyMedia budget: Up to 500k

Executive Summary

Arab Youth across the Middle East are often misunderstood.

But, 63% want to live a meaningful life, defying the stereotypes seen in media and...

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