Campaign details

Brand: Coca-Cola
Brand owner: Coca-Cola
Lead agency: FP7 McCann Dubai
Country: Saudi Arabia
Industries: Carbonated soft drinks
Media channels: Online video, Social media, Word of mouth, influencers
Budget: Up to 500k

Executive summary

Saudi Arabia has been one of the rare markets where women could not drive until June 2018. It has also been one of the rare markets where Coca-Cola has been a distant number-two over the years, with rival Pepsi owning 80% of the market share.

With more than half of Saudi Arabia aged under 25, and with a majority of that youth population being women, Coca-Cola saw an opportunity, when the country witnessed a landmark change towards the end of September 2017: Saudi women could finally drive, starting June 2018.

While the world congratulated Saudi Arabia, half of Saudi Arabia (mainly conservatives), were absolutely against this change. Because of this backlash, most brands in the country didn’t celebrate this landmark change nor show their support for it. And only a few brands shared simple social posts. Even market leader, Pepsi, chose to remain silent and safe too.