Coca-Cola joined the fast

With ads and a vending machine that were fasting from sunrise to sunset, Coca-Cola joined the celebration of Ramadan in the western world for the very first time.

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Case movie: Coca-Cola joined the fast

Removed the temptation

Ramadan can be extra challenging in Norway where the sun rises early and sets late and temptations are everywhere.

We launched digital ads and a vending machine that were fasting from sunrise until sunset. When the sun set, the products reappeared – to join Iftar.

The worlds first fasting vending machine, only operational after sunset.

In 2017 a big systematic research study, funded by the Norwegian state, showed that
34,1% of the population gets a high score for “Prejudice against Muslims”. 39 percent of Norwegians see Muslims as a “Threat to Norwegian culture”.

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Many work evening shifts during Ramadan and are not able to break the fast together with friends and familiy. We decided to bring iftar to one of them.

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In the last days of Ramadan we invited all kinds of Norwegians to a big Iftar event to break the fast together.

Social media figures show that engagement rates are well over double Coca-Cola's benchmark on campaigns and five times higher than the media agencies benchmark!