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