Coca-Cola: Remove labels

This case study shows how an online video-led campaign from Coca-Cola in the Middle East sent a message against prejudice during Ramadan, and achieved massive earned media support.

Coca-Cola: Remove labels

Tahaab Rais and Evan Kearney

Campaign details

Brand: Coca-ColaBrand owner: The Coca-Cola CompanyLead agencies: FP7/DXB (Part of McCann Worldgroup), Memac Ogilvy DubaiContributing agencies: UM MENA, DubaiCountry: United Arab EmiratesIndustry: Carbonated soft drinksChannels used: Content marketing, Events & experiential, Online video, Packaging & design, Product placement, Product sampling, Public relations, Social media, Word of mouth, advocacyMedia budget: Up to 500k

Executive Summary

In a world beset with prejudice, Coca-Cola used the power of social media to send a message against prejudice from a...

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