Coca-Cola: Change Has a Taste

Soft-drink brand Coca-Cola tapped into the relaxation of Saudi Arabia's driving laws to appeal to young women in the country and claw back some market share.

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.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands