Shining a Light for Others.
During Ramadan 2024 in Pakistan, Coca-Cola made a bottle whose label lit up exactly at sunset, a reminder at iftar that buying one also bought a meal for someone in need.
- Brand
- Coca-Cola
- Agency
- AKQA MENA
- Market
- Pakistan
- Region
- Global
- Year
- 2024
The challenge
Coca-Cola runs a Buy 1, Donate 1 programme with the Rizq Foundation in Pakistan: each special 1.5-litre bottle funds an iftar meal. It wanted to raise awareness of it at a time of boycotts aimed at the brand in the region, with a target of about 3 million meals.
The idea
AKQA MENA developed a label that lit up at sunset every day of Ramadan, timed to iftar, the moment the entry says the gap shows between those who can break their fast with a good meal and those who can't. More than 150 bottles were gifted to content creators and public figures across Pakistan, who shared the bottle and its message.
Results
- More than 8 million meals donated against a target of 3 million, according to the Dubai Lynx entry
- 1.05 billion TikTok impressions and 90 million TikTok views, with 86% campaign recall, by the entry's figures
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2025Brand Experience & Activation – Social Behaviour & Cultural InsightBronze
Credits
- Creative agency
- AKQA MENA
- Managing Director, AKQA
- Nic Camacho
- General Manager, AKQA
- Jazz Advaney
- Chief Creative Officer, AKQA
- Johnny Budden
- Executive Creative Director, AKQA
- Simon Reid
- Senior Account Manager, AKQA MENA; Senior Account Director, AKQA MENA
- Mohammed Diaa
- Production Lead, AKQA
- Amit Hasija
- Producer, AKQA; Executive Creative Director, AKQA
- Tayyab Qureshi
