This BC Eggs Marketing Board campaign uses ambient storytelling to honor early risers, blending gratitude and community— Clapboard's Global Ad Archive.
#IftarMubarak - Coca-Cola | Clapboard Ad Archive
Coca-Cola’s #IftarMubarak campaign, developed by McCann in 2017 for the Canadian market, navigated a profound communications challenge: how does a leading global beverage brand remain culturally relevant to Muslim consumers who fast from sunrise to sunset during Ramadan, a period when drinking and eating is forbidden until the evening? Recognizing that the emotional crescendo of Ramadan is Iftar, the sunset meal that marks the end of the fast and the renewal of community around the table, Coca-Cola shifted its focus from appetite and immediate consumption to anticipation and shared celebration. McCann crafted a digital-first creative approach built on a countdown mechanic, wiring each message to the climactic moments before sunset when anticipation peaks and the prospect of food and drink comes back into reach. Every asset in the campaign, from appetizing visuals to timely greetings, was anchored by the phrase #IftarMubarak — Arabic for have a blessed meal — creating a unified, respectful nod to religious tradition while inviting family and friends to mark this moment together. Rather than centering Coca-Cola as hero or instigator, the campaign used what Clapboard’s taxonomy would classify as FORMAT#10—Associated User Imagery—foregrounding user experience, social anticipation, and collective joy as central creative drivers; by showcasing authentic, relatable user profiles and celebratory imagery, Coca-Cola positioned itself as a natural part of the Iftar ritual without overstepping cultural boundaries or inserting itself awkwardly into solemn moments. The result was a digital campaign that deepened emotional engagement, aligned with the unique lived reality of over a million Canadian Muslims, and demonstrated nuanced understanding of nuance and inclusion in beverages marketing—a critical move for a mass-market brand navigating the cultural calendar. In the food and drink category, where heritage brands risk appearing tone deaf or opportunistic around faith-based occasions, McCann’s work for Coca-Cola exemplified a strategic use of digital media to foster genuine cultural connection and seasonal brand relevance. The campaign earns 63/100 in Clapboard’s global creative archive. This campaign signals that authentic participation in cultural rituals depends on understanding the audience’s experience and reflecting their values, rather than simply adapting messaging for seasonal relevance.
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