Situation:

Ramadan (Ramzan) is a sacred time for Muslims to seek forgiveness and engage in acts of compassion towards fellow humans, embodying the spirit of empathy and benevolence prescribed by their faith. Through fasting, prayer, and charity, believers strive to purify their hearts, mend relationships, and extend kindness to those in need, fostering unity and goodwill within their communities.

The Brief:

Coca-Cola has helped the less fortunate for many years during the holy month of Ramzan (Ramadan) in Pakistan. In 2024, they wanted to remind consumers across the country that they could help those in need of a good Iftar meal by simply purchasing a special edition 1.5 Litre bottle of Coke through their Buy 1. Donate 1 program.

The objective: inspire the country to donate around 3 Million Iftar meals to the needy.

Shine a light for others with the Coca-Cola Light-Up Bottle:

We created a first of it's kind Coca-Cola bottle that had the ability to light up it's label exactly at Sunset during Ramadan 2024 in Pakistan. This bottle served as a reminder to all fasting muslims that they not only had to break fast at that moment, but they could also break differences with those in need of a good Iftar meal.

The Target Audience:

All fasting adult muslims in Pakistan.

The Approach:

To raise awareness of our initiative – “Buy 1. Donate 1”; in association with the Rizq Foundation (www.rizqfoundation.org), we gifted our innovative bottles to content creators and prominent individuals across communities in Pakistan.

We created a new innovation in label technology that lights up a special edition Coca-Cola bottle every day at sunset during the 30 day period of the holy month of Ramadan (Ramzan) in Pakistan.

This groundbreaking label synchronised with the rhythm of the sunset to illuminate the bottle precisely at Iftar time – the exact moment when differences emerge. The light not only reminded Muslims fasting to break their fast, but also became a symbolic visual of breaking differences for those in need through the purchase of a special edition 1.5L bottle.

We gifted over 150 innovative bottles to content creators and prominent individuals across communities in Pakistan. Inspired by the light and the message it shined for others, creators shared stories of the bottle and the positive message it spread. Showing that anyone could help those in need by simply purchasing a Coke at their local store.

Our target of 3 million meal donations was smashed. In total, over 8 million meals were donated through our initiative throughout the entire holy month. Showing that even at a time where cancel culture towards brands such as Coca-Cola is at its height. The want to do good for others shines brighter than anything else.