The Coca Cola Export Company Pakistan: Coke and Edhi (Ramadan) Bottle of Change

The Coca-Cola Company, a manufacturer and retailer of non-alcoholic beverages, and Edhi Foundation, a non-profit social welfare programme in Pakistan, collaborated to collect donations during Ramadan – a period of celebration for Muslims.

Campaign details

Agency: The Coca Cola Export Company Country: Pakistan

Summary Statement

Ramzan is a sacred month for Muslims in which they abstain from consumption of food and liquids from dawn till dusk and the abstinence is followed by a feast in the evening which results in an overall increase in shelf off take for food and beverage products. While this season is the most lucrative for consumption brands, it also vitalizes the spirit of benevolence amongst people which offers a great opportunity to develop an emotional connect with them. Moreover, the political volatility in the country has...

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