Coca-Cola: Sunset

Soft drinks giant Coca-Cola used social media to drive its brand message during Ramadan in the Middle East.

Campaign details

Brand: Coca-ColaBrand owner: Coca-ColaLead agency: FP7 McCann Dubai, FP7 McCann DohaContributing agencies: FP7 McCann BeirutCountry: Egypt, Pakistan, Saudi Arabia, Tunisia, United Arab EmiratesIndustries: Carbonated soft drinksMedia channels: Online video, Social mediaBudget: 0k

Executive summary

Challenge: Ramadan is considered the Middle East’s Super Bowl in terms of advertising and, after a few recent years of stagnancy during Ramadan, Coca-Cola wanted to reclaim its cultural leadership.

Truth:In a world beset with prejudices and divisions, what binds us together is stronger than what pulls...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands