Coca-Cola: Finding Light in the Dark

This case study shows how Coca-Cola, the carbonated drinks brand, achieved massive earned media support in the Middle East by tackling prejudice with an online video-led campaign.

Campaign details

Brand: Coca-ColaBrand owner: Coca-ColaLead agency: FP7/Dubai, Memac Ogilvy DubaiContributing agencies: UM MENA, DubaiCountry: Pan ArabIndustries: Carbonated soft drinksMedia channels: Events & experiential, Online video, Packaging & design, Social mediaBudget: Up to 500k

Executive Summary

In a world beset with prejudice, Coca-Cola used the power of social media to send a message against prejudice from a region that's seemingly more prejudiced than most – the Middle East.

During Ramadan, a month of unity where Muslims fast from dawn to dusk, we invited 6 strangers...

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