Coca-Cola turns bottle labels into meal donation currency for Ramadan

Coca Cola has launched a donation programme initiative to provide food for those in need for Ramadan this year. The donation programme turns bottle labels into a currency that can be used to donate a meal with the purchase of a Coke bottle.

The aim with this campaign is to bring people together for a cause that signifies the spirit of Ramadan, said Mostafa Talaat, head of consumer and shopper content at Coca-Cola. He went on to add that in a post-pandemic world, a cultural movement and shared experience such as Ramadan puts people on equal terms. “From sunrise to sunset, when observers are fasting, we all experience the same things: hunger, mood swings, getting stuck in traffic, being thirsty and so on. It’s only at that moment of Iftar (when we breakfast) when our inequalities and differences appear, with some individuals not able to access a hot meal,” he added.

The campaign was created by Ogilvy New York and Ogilvy India which are part of parent company WPP’s dedicated Coca-Cola team, OpenX. According to a release to the press, the campaign is live in five markets and 63 countries, including long-form TV spots.

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The spot shows individual silhouettes as they participate in daily activities such as sitting n traffic or waiting in line, but there is no way to differentiate these individuals since they are merely shadows. Talaat states that this is a metaphor for the similar experience that everyone has when fasting through the day. However, when night falls, the people behind the silhouettes are revealed, showing the realities of different groups of people.

Watch the video here: 

Earlier this year, Coca-Cola launched its own AI tool in collaboration with management consultancy firm Bain&Co. With AI being the talk of the town after ChatGPT amassed nearly 57 million monthly active users in its first month of availability.

Meanwhile it has also launched a new programme which allows digital creatives around the world to use AI to generate original artwork with iconic creative assets from the Coca-Cola archives. Built exclusively for Coca-Cola by OpenAI and Bain & Company, “Create Real Magic” platform combines the capabilities of GPT-4, which produces human-like text from search engine queries, and DALL-E, which produces images based on text. 

Fans in select countries are now able to access to dozens of branded elements – from the distinctive Coca-Cola contour bottle and Spencerian script logo, to storied symbols from Coke’s advertising archives such as the Coca-Cola Santa Claus and Polar Bear – as a canvas for AI-powered experimentation and creative iteration. 

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