Coca-Cola Middle East's new Ramadan campaign #OpenUp, pays
tribute to the holy month by spreading happiness and encouraging people to open up to each other, rekindle lost connections and mend unresolved
According to research in Psychological Science, the single-most important variable of "very
happy" people was good social relationships with others.
This Ramadan season, Coca-Cola hopes to use this insight to act as the catalyst that sparks new relationships while reinforcing old ones.
Open Up campaign inspires people to open up to different points of view and
acknowledge that although differences will always exist, the bonds we share are
stronger than any obstacle," says Tolga Cebe, head of marketing, Coca-Cola Middle
The #OpenUp platform is reinforced via two television commercials that
highlight two different scenarios where tensions are narrated and resolved.
A New Connection: The first story line addresses a generation gap augmented through technology
and social media.
A Change of Heart: The second story line revolves around a father and son and how acceptance brings them closer to each other.
This Ramadan, Coca-Cola encourages one to #OpenUp to loved ones and to
observe how these unexpected moments have the power to enrich ones everyday
Celebrating Ramadan Around the World
Beyond the #OpenUp campaign, Coca-Cola
is working to spread the power of inclusion and happiness to specific markets. Two of these markets include Morocco and Indonesia.
10 Years of Dar L’Ftour in Morocco
Faithful to its tradition, Coca-Cola
joined forces with its bottling partners and partner NGOs , to
celebrate the spirit of Ramadan with those in need.
year the project called Dar L’Ftour celebrates its 10th
Anniversary and 2
millionth Iftar meal distributed since its 2004 launch.
every year, Dar L'Ftour is dedicated to spreading happiness, togetherness, and optimism into the lives of the disadvantaged," says Omar Bennis, PAC Manager for Morocco. "We always
strive to bring a smile to the faces of people and make Ramadan and memorable
experience for them."
Iftar is the evening meal
when Muslims break their fast at the time of sunset during the Islamic month of
"Sampaikan dengan Coca-Cola” in Indonesia
In honor of Ramadan, Coca-Cola
Indonesia is holding a series of unique activations
to inspire a reconnection. The program is named, “Sampaikan dengan Coca-Cola
which means, "Say it with Coca-Cola
During the month of Ramadan, 1 and 1.5-liter Coca-Cola
plastic bottles will feature a special
design that includes the names of loved ones like Ayah (father), Ibu (mother), and Sahabat (best friend). The special packaging is
intended to encourage family, colleagues,
friends and companions to reconnect.
“The holy month of Ramadan is about reconnecting and forgiving each other. Yet over time, it often becomes a routine and loses the real meaning. This year, through a bottle of Coca-Cola
, we want to
bring positive inspiration to people to ensure that we have a good and close
relationship with them by continuously reconnecting,” says Esther Tanudjaja, Senior Integrated Marketing Content & Connection Manager Coca-Cola