Coca-cola Digital, Case study #IftarMubarak by McCann Canada

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Industry Soft Drinks
Media Digital, Interactive & Mobile, Case study
Market Canada
Agency McCann Canada
Copywriter Waseem Shaikh
Released May 2017

Credits & Description

Category: Non-Alcoholic Drinks
Media: Digital
Brand: Coca-Cola
Agency: McCann
Geo: Canada
Advertising Agency: McCann, Toronto, Canada
Creative Lead / Copywriter: Waseem Shaikh
Studio: Think Brown Media Inc
Published: May 2017
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”).