Coca-Cola Middle East: Finding Light in the Dark

This case study shows how Coca-Cola, the carbonated drinks brand, achieved massive earned media support in the Middle East by tackling prejudice with an online video-led campaign.

Advertiser: Coca-Cola Middle EastAgency: Memac Ogilvy DubaiCountry: Middle East & North Africa (general region)

Objectives

The Middle East is one of the world’s most divided regions

Owing to the prevailing societal, political, economic and cultural uncertainties and anxieties, the Middle East is one of the most divided regions in the world. Additionally, with the many nationalities, classes, castes, sects, attires and languages, it is also one of the most prejudiced regions in the world, with people labelling and stereotyping each other, creating further divides.

Ramadan is a month of equality, humanity and unity

The divides that...

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