Rian wants to know: did Coke exploit Saudi Arabia's historical moment?
Was Coca-Cola wrong for using a historical moment to promote their brand?
In September this year, Mashable reported that the ban on women driving cars in Saudi Arabia would soon be lifted.
The date for the official lifting of the ban has been set for 24 June 2018. In the build-up to the historical milestone, Coca-Cola has launched a new ad in Saudi Arabia.
The ad, titled 'Change Has A Taste', was released on 2 November and has been receiving mixed reviews since. A spokesperson for Coca-Cola says the aim was to "celebrate the Kingdom of Saudi Arabia’s decision to lift its longstanding prohibition on women drivers", but some are calling it opportunistic.
CocaCola: Saudi women driving edition. Brands jump at the chance to make a profit off #Saudi’s historic announcement pic.twitter.com/2Nh6B3UeJj
— بثينة العزابي (@Boutaina) November 4, 2017
People are so offended by the ad that they are comparing it to the Kendall Jenner/Pepsi fiasco of earlier this year.
The @COCACOLA_ME ad on the most symbolic moment for #Saudi #women is a #fail; as bad as #kendel #Pepsi protest https://t.co/CQksvkp6LI
— Muna AbuSulayman منى (@abusulayman) November 4, 2017
The message is clear: people in Saudi Arabia will not be fooled into thinking a sip of a fizzy drink will solve all society's problems.
The lifting of the ban is a big moment for Saudi Arabia. Was it wrong for Coca-Cola to include themselves in the celebration of it?