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”).
Digital advertisement created by McCann, Canada for Coca-Cola, within the category: Non-Alcoholic Drinks.