Coca-Cola: Remove Labels

This case study describes how Coca-Cola used the power of social media to send a message against prejudice in the Middle East.

Coca-Cola: Remove Labels

Tahaab Rais and Evan Kearney

Campaign details

Brand: Coca-ColaBrand Owner: Coca-ColaLead agency: FP7/DXB (A part of McCann Worldgroup), Memac Ogilvy DubaiContributing agencies: UM MENA, DubaiCountry: Middle EastIndustry: Carbonated soft drinksChannels used: Content marketing, events, experiential, online video, packaging, design, product placement, public relations, social media, word of mouth, advocacyBudget: 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 region that's seemingly more prejudiced than most...

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