Coca-Cola: A World of We

Tahaab Rais

This case study shows how Coca-Cola, the carbonated drinks company, increased brand equity by developing a community action platform for the Middle Eastern youth.

Campaign details

Brand: The Coca-Cola FoundationBrand Owner: Coca-ColaLead Agency: FP7/DubaiContributing Agencies: UM MENA, DubaiCountry: Middle EastIndustries: Carbonated soft drinksMedia Channels: Events & experiential, Mobile & apps, Online video, Public relations, Social mediaBudget: Up to 500k

Executive summary

Arab Youth across the Middle East is often misunderstood. But 63% want to live a meaningful life, defying the stereotypes seen in media and be the change they want to see in their world.

Coca-Cola gave them a platform where they could identify problems in their community and...

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