A 'SECRET' WOMENS EMPOWERMENT CAMPAIGN FOR MENA; SANCTIONED BY COCA-COLA - BUT BANNED BY KSA PRINCE MOHAMMED BIN SALMAN AL SAUD.
For lower and middle class mums' across MENA - the ritual of cooking the Friday lunch after prayers for your family (up to 30 people) is one of the most stressful and daunting day's of the week.
At face value, Coke with Meals are saying #joinus and we'll help you with great recipes and mealtime solutions in store and online to help.
But in a small step further, we know that many mum's have anonymous online personas to visit their favourite bloggers or to share their private thoughts.
So in partnership with the bloggers, we take #joinus to another level, by inviting mums to enter an email on a 'secret' Coca-Cola portal to experience a community - where yes, there is inspiration on food and every day living. But there is also an open invitation to attend a Coca-Cola and local community partners 1-day 'empowerment' event in Cairo, Dubai, Baghdad or Riyadh...with some of the most forward-thinking women in the Middle East such as lifestyle blogger Amira al Taweel and CEO, Lubna Al Olayan.
(It is also live-streamed online.)
After these events a #joinus APP was planned to be launched to carry year-long Coca-Cola education, empowerment and inspiration through anonymous social sharing.
As with all national Coca-Cola programs in MENA with potentially sensitive content, they have to be approved by the countries leaders.
All agreed - apart from Saudi Arabia. So sadly, it was therefore impossible for the campaign to be developed further.