Creative Disruption

Coke Created a Sweet Message of Solidarity for Muslims Fasting During Ramadan

It's a rare move for brands, but reaction is largely positive

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Advertisers may be known for jumping on just about every major holiday, but Ramadan has traditionally been an exception—likely because, as a month dedicated to fasting and self-denial, it represents the exact opposite of most marketing messages.

But here’s an interesting exception: Coca-Cola created a spot about a young Muslim woman who, in addition to enduring the late-afternoon discomfort of fasting, must also put up with harsh gazes and outright mockery from other people on the street.

The