Although many of the big corporates in Egypt practice Corporate Social Responsibility (CSR), Ramadan has for a few years become the epicenter of CSR campaigns. During the holy month, the new face of corporate competition becomes ‘who practices philanthropy best?’ Yet despite the novel approaches towards giving back to society and investing in the common good of the impoverished and needy, the big corporates have often come under fire for spending huge sums of money on campaigns which essentially call for charity. Many of the campaigns viewers are often left logically wondering, why not just give away the money spent on the campaigns to those in need? Among the primary players on the Ramadan CSR arena is Coca-Cola, a brand which has for a while revolved around positivity, happiness and reviving morals in the Egyptian society. But this year, there was a surprising no-show of Coca-Cola advertisements on television during the first half of Ramadan despite its usual active and creative participation. This year, the company decided to play things rather differently – instead of advertising its product on TV, Coco-Cola announced that it would only post its video ads…
Coca-Cola Puts Its Money Where Its Mouth Is In New Ramadan Campaign
July 5, 2015
