PROBLEM: Coca-Cola wanted to connect with Muslim consumers over Ramadan, the most auspicious month of the Islamic calendar. Over a million Canadian Muslims celebrate the month by fasting from sunrise to sunset. How would a beverage brand connect with consumers that don't eat or drink all day?
SOLUTION: Understanding the anticipation that Muslims feel going hungry and thirsty in the heat of summer, we focused on the Iftar: the sunset meal at the end of a 14 to 17 hour long fast. Our campaign became a countdown in the mouth-watering wait to sunset, with each post tied together by the simple greeting, #IftarMubarak (Arabic: “Have a blessed meal”).
This professional campaign titled '#IftarMubarak' was published in Canada in May, 2017. It was created for the brand: Coca-Cola, by ad agency: McCann. This Digital medium campaign is related to the Non-Alcoholic Drinks industry and contains 1 media asset. It was submitted over 5 years ago.
Advertising Agency: McCann, Toronto, Canada
Creative Lead / Copywriter: Waseem Shaikh
Studio: Think Brown Media Inc