Coca-Cola: Change Has a Taste

Tahaab Rais

Soft-drink brand Coca-Cola tapped into the relaxation of Saudi Arabia's driving laws to appeal to young women in the country and claw back some market share.

Campaign details

Brand: Coca-Cola Brand owner: Coca-Cola Lead agency: FP7 McCann Dubai Country: Saudi Arabia Industries: Carbonated soft drinks Media channels: Online video, Social media, Word of mouth, influencers Budget: Up to 500k

Executive summary

Saudi Arabia has been one of the rare markets where women could not drive until June 2018. It has also been one of the rare markets where Coca-Cola has been a distant number-two over the years, with rival Pepsi owning 80% of the market share.

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