A brighter way

Insight

When the sun sets, differences arise.

For 30 days during the holy month of Ramadan (Ramzan), Muslims in Pakistan fast from sunrise to sunset. During this time, no matter what social or economic background someone is from, they share the same experience as everyone else. It’s only when the sun goes down that disparities start to arise for those in need, shedding light on the lack of access to food and a good Iftar meal to break fast with.

Idea

Inspired by light.

Light holds a significant role in Muslim culture, both symbolically and aesthetically. In Islamic theology, light is often associated with God and knowledge. Symbolically, light appears in various forms such as lamps, lanterns and candles. Lamps are considered a prominent iconographic motif, symbolising knowledge, revelation and guidance. This became the inspiration for the bottles to serve up a bigger message for Coca-Cola during this special holy time.

Shine for others.

A new innovation in label technology was introduced to light up a special edition Coca-Cola bottle daily during the holy month of Ramadan in Pakistan. This groundbreaking label synchronised with the rhythm of sunset to illuminate the bottle precisely at Iftar, the exact moment when fasting Muslims break fast. The illuminated bottle served as both a reminder to break the fast and a symbolic cue to purchase the special edition 1.5 litre bottle.

As part of this initiative, Coca-Cola partnered with the Rizq Foundation to give back to the community. For every promotional bottle purchased, Coca-Cola donated a meal to someone in need, embodying the project’s tagline Buy 1. Donate 1. The bottles acted as a meaningful messenger at sundown, inspiring not only the breaking of fast but also the breaking of barriers with the less fortunate.

Impact

A gift of giving.

To raise awareness about the Buy 1. Donate 1 initiative, Coca-Cola, in partnership with the Rizq Foundation, distributed these innovative bottles to content creators and prominent individuals across diverse communities in Pakistan. Inspired by the bottle’s illuminating light and the message it symbolised, creators shared compelling stories, Instagram reels and TikTok posts that showcased its positive impact. Their content underscored how anyone could support those in need simply by purchasing a special edition 1.5 litre Coca-Cola bottle from their local store.