THE CHALLENGE:

In the Middle East, Pepsi remains a market leader.

How could Coca-Cola (one of the world's well-known labels) earn love, respect and increase volume?

Ramadan, the Super Bowl of Middle Eastern advertising and a month of fasting and festivities was the opportunity; a time when beverage brands typically increased consumption.

THE IDEA:

Ramadan is a month of equality and unity, when Muslims fast together from dawn to dusk and are more empathetic.

During this special month, in a world beset with prejudice, from a region that’s more divided than most, Coca- Cola sent a message against prejudice by asking people to Remove Labels.

BRINGING THE IDEA TO LIFE:

We invited 6 strangers to an Iftar (Ramadan get-together, where people break their fast at dusk) and helped them see each other and the world in a new light, by simply turning off the lights.

And as they unbranded each other, Coca-Cola unbranded itself too with the first-ever label-less cans.

THE RESULTS:

• Regional and international influencers, celebrities, news and media platforms propagated the message.

• Most viral Ramadan content ever (22 million+ views; 70% organic).

• 25,600 articles.

• ~$30.7 million earned media value.

• The social impact influenced the brand and business: +15% Brand Love, +39% brand equity in bringing people together, +51% Consumption.