Coca-Cola – Remove Labels This Ramadan

Introduction

This case study delves into the key aspects of the 2015 Coca-Cola marketing campaign, “Remove Labels This Ramadan,” which aimed to promote tolerance and unity during the holy month of Ramadan. The study explores the campaign’s background, objectives, target audience, strategy, execution, creative elements, and results.

Background/Problem

The need for this campaign arose due to the growing divisions and prejudice in society based on race, religion, and cultural background. Coca-Cola aimed to address this issue by promoting a message of tolerance, acceptance, and unity during the holy month of Ramadan, when people traditionally come together to celebrate.

Campaign Objectives

The campaign’s primary objectives included:

1. Raising brand awareness by aligning Coca-Cola with a message of tolerance and unity.
2. Encouraging social conversations around the topic of prejudice and acceptance.
3. Strengthening Coca-Cola’s brand image as a socially responsible company.
4. Increasing sales and customer engagement during Ramadan.

Target Audience & Target Market

Coca-Cola targeted a diverse audience for this campaign, focusing on people of various cultural, religious, and ethnic backgrounds. The campaign aimed to resonate with those who value tolerance, understanding, and unity, and to create a sense of belonging and togetherness among its audience.

Strategy

Coca-Cola’s strategy for the campaign revolved around the idea of removing labels, both literally and metaphorically. The company removed its iconic logo from its cans, leaving only the unmistakable Coca-Cola red and white ribbon design. The message was clear: without labels, people could focus on what unites them rather than what divides them.

Execution

The campaign featured a short film, which can be viewed above, showcasing a unique social experiment where people from diverse backgrounds sat together in a dark room to break their fast during Ramadan. The participants were unable to see each other and could only communicate and connect through conversation. When the lights came on, they were surprised to find that their new friends had very different appearances, dispelling preconceived notions and biases.

Creative Elements

The creative elements of the campaign included:
1. The removal of Coca-Cola’s logo from its cans, symbolizing the importance of removing labels and focusing on unity.
2. The short film, which conveyed a powerful message of acceptance and understanding through a relatable and emotional social experiment.
3. The use of compelling storytelling and visuals that highlighted the human connections formed without the influence of biases and stereotypes.

Masterminds behind the idea

The Coca-Cola team responsible for conceptualizing and driving the campaign worked in collaboration with FP7/DXB, an advertising agency that played a significant role in bringing the “Remove Labels This Ramadan” campaign to life.

Results & Analysis

The campaign generated considerable media coverage and online buzz, reaching millions of people worldwide. The short film amassed millions of views on YouTube, and the campaign received praise for its innovative approach and powerful message. Engagement on social media platforms increased, sparking conversations about tolerance, acceptance, and unity.

Impact on the Brand

The successful campaign generated extensive media coverage and online interest, reaching millions of people globally. The campaign’s short film was viewed by millions on YouTube and applauded for its creative strategy and impactful message, while social media engagement increased and stimulated discussions on acceptance, tolerance, and unity. Coca-Cola’s label-free campaign was a resounding success, leading to a 3.8% increase in brand loyalty and a 7.6% rise in consumption, in addition to gaining attention from media outlets worldwide. The campaign’s video became viral, generating over 18 million views on different social media platforms. The brand’s pioneering approach to challenging stereotypes and promoting unity was widely lauded, creating a lasting impression on its audience.