Through a series of qualitative groups and in-depth competitive analyses, we identified potential threats to the Coca-Cola brand in Malaysia - a predominately Muslim country. The challenge was to let Malaysians take emotional ownership of an American brand, against a backdrop of rising global tensions. Over the past 12 months or so, Universal McCann has therefore worked closely with the client and creatives to help 'Malaysian-ise' Coca-Cola's communication and deliver innovative ways of delivering it to the Malaysian public.