Coca-Cola: Remove labels
Tahaab Rais and Evan Kearney
Campaign details
Brand owner: The Coca-Cola CompanyLead agency: FP7/DXB (Part of McCann Worldgroup)Contributing agencies: Memac Ogilvy Dubai, UM DubaiBrand: Coca-ColaCountry: UAEIndustry: Carbonated soft drinksChannels used: Content marketing, Earned media, buzz, Events & experiential, Online video, Packaging & design, Product placement, Product sampling, Public relations, Social media, Word of mouth, advocacyMedia budget: Up to $500k
Executive Summary
Coca-Cola wanted to encourage people across the Middle East (and, effectively, the world) to remove labels and see without prejudice during...