Coca-Cola Ad Campaigns in Morocco

Coca-Cola Ad Campaigns

In Morocco During Ramadan

The rumor, "Boycotting Coca-Cola makes a statement against America and American (foreign) policies," constitutes one of the myriad of rumors the Coca-Cola company has had to counter, relating to contemporary religious, particularly Muslim, conflicts. Along with officially countering negative rumors about Coke, the Coca-Cola Company proved in a number of promotional efforts that that local adaptation of advertisements may constitute a vital strategy to increase its sales revenues and simultaneously improve the company's global image. An illustrative example for the success of this particular strategy includes the efficiency of the television advertisements Coca-Cola Company crafted celebrating the spirit and values of the holy month of Ramadan.

In this dissertation, the researcher explores the impact of locally adapted TV advertisements on sales revenues of Coca-Cola Company in Morocco during the Holy month of Ramadan. Along with implementing an exhaustive review of relevant literature, this study includes a survey of 150 Moroccan Muslim participants to assess their perceptions relating to Coke advertising strategies. The researcher, utilizing the Moroccan market in the most significant month in the Islamic calendar, "Ramadan," as a case study, asserts that advertisements locally adapted to fit with a specific culture do succeed.