Coca-Cola: Today I Will

Tahaab Rais

Campaign details

Brand owner: Coca-Cola Middle East
Agency: FP7/DXB (part of McCann Worldgroup), Momentum MENA, and UM MENA
Brand: Coca-Cola
Country: Middle East

Executive summary

This case study shows how, to celebrate the spirit of positive change and optimism resulting from the Arab Spring, Coca-Cola launched 'Today I Will', an initiative aimed at unlocking individual potential whilst staying true to the values that shape Middle Eastern society. By giving the youth a platform to make their voices heard, Coke reached millions and engaged hundreds of thousands across the region, while Coca-Cola sales increased by 28% in Saudi Arabia and 16% in the United Arab Emirates (UAE).

While the Arab Spring empowered the youth as groups, Coca-Cola wanted to empower them as individuals, and give them a platform to share their voices and beliefs with the world. In the midst of the revolution in North Africa and the rest of the Middle East region, the youth in the Gulf countries (Saudi Arabia and UAE) were in a state of evolution; moving from indifference to positive change.