Coca-Cola launches 'OpenUp' Ramadan campaign
Jeddah, June 25, 2014
Coca-Cola Middle East has launched its new Ramadan campaign #OpenUp, seeking to spread happiness and encourage people to open up to each other, rekindle lost connections, and mend unresolved tensions.
According to a research in Psychological Science, a leading empirical journal in psychology, the most important variable of ‘very happy’ people was good social relationships with other people.
In a regional survey conducted recently, about 90 per cent of respondents claimed that they have lost touch with people they’ve considered important in their lives, with a whopping 43 per cent citing unresolved tensions are the main contributor.
About 73 per cent indicated that they do intend on reaching out to the people they have lost touch with in the future, claiming that lack of time, geographical constraints and unresolved tensions were hindering them from doing so.
Meanwhile, more than half of the respondents expressed remorse over having not addressed the unresolved tensions that led to the downfall of their personal relationships and claim that rekindling the lost relationships would surely add value and meaning to their lives.
Coco-Cola’s campaigns aims to be the catalyst that sparks unexpected connections and facilitates new relationships while reinforcing old ones, said a statement.
Antoine Tayyar, director of Communications and Public Affairs, said: “Ramadan is a month of reflection, kindness, inclusion and sharing. The Open Up campaign inspires people to open up to different points of view and acknowledge that while differences will always exist, the bonds we share are stronger than any obstacle.
"The appreciation of the power of the human connection has been embraced by Coca-Cola since its inception and is engraved in its mission to spread happiness.”
The #OpenUp platform will be reinforced via two television commercials that highlight two different scenarios where tensions are narrated and resolved.
The first story line addresses a generation gap augmented through technology and social media, and the second story line revolves around a father and son and how acceptance brings them closer to each other. - TradeArabia News Service
