• Bangladeshis dismiss Coca-Cola’s futile attempts to distance itself from Israel.
• Coca-Cola sales have plummeted by 23% in Bangladesh, and the advertisement has only reinforced their stance on boycotting the brand.
A Coca-Cola advertisement in Bangladesh has sparked vehement criticism. This is due to its attempt to dissociate itself from Israel amidst the ongoing genocide taking place in Gaza.
Since October 7th, numerous companies have witnessed reduced sales in Muslim-majority nations. Coca-Cola, among them, faces consumer advocacy for boycotting firms perceived to be affiliated with the Israeli government and military.
Coca-Cola sales in Bangladesh have plummeted by 23 percent since the increased horrific massacre of Palestinians. In response, the company has intensified its advertising campaign in the country, utilising full-page newspaper advertisements and prominent placements on news websites.
In its latest effort to bolster sales, the company unveiled an advertisement on Sunday across television and social media. This was with the intention to dispel the “misinformation” that Coca-Cola is an Israeli product, emphasising that the beverage “has been enjoyed for 138 years by people in 190 countries.”
The Bengali advertisement unfolds on a scorching day in a vibrant market. A young man approaches a middle-aged shopkeeper, who is captivated by a song from Coke Studio, a celebrated music series sponsored by Coca-Cola in multiple South Asian countries, playing on his mobile phone. “How are you, Sohail? Should I give you a [bottle of] Coke?” asks the shopkeeper, turning a table fan towards his sweaty customer. The man replies: “No Bablu bhai [brother], I am not drinking this stuff anymore.”
When the shopkeeper asks why, the young man responds: “This stuff is from ‘that place’.” He does not name the “place” — but it soon becomes clear that he is referring to Israel. The shopkeeper, through a conversation with the man and his friends, explains that Coca-Cola is not from “that place” and that claims linking it to “that place” are misinformation. He tells them: “Listen, guys, Coke is not at all from ‘that place’. For the past 138 years, people in 190 countries have been drinking Coke. They drink it in Turkey, Spain, and Dubai. Even Palestine has a Coke factory.”
Claims of Palestine’s Coca-Cola Factory
One particularly criticised element in the advertisement is its claim that “even Palestine has a Coke factory.” In fact, the Coca-Cola factory is located in the occupied West Bank’s Atarot, an Israeli settlement considered illegal under international law. “This is an utterly insensitive and false statement,” said Nadia Tabassum Khan, a market researcher in Dhaka. “It’s an insult to the millions of Palestinians who have long been losing lands due to Israel’s forceful occupation.”
As backlash grew, Coca-Cola on Tuesday removed the commercial from its YouTube and Facebook pages for about five hours without any explanation. In the evening, the advertisement was quietly replaced, but the comments section on both platforms was disabled due to an influx of angry messages. On TV, however, the commercials continue.
Popular Bangladeshi Actor Saraf Ahmed Jibon continues to defend his actions!
Renowned Bangladeshi actor and Director Saraf Ahmed Jibon, who plays the shopkeeper in the advertisement, wrote on his Facebook page that Coca-Cola hired him to direct and act in the commercial. “I simply presented the information and data provided by their agency. This project was only a part of my professional work … I have not supported Israel in any way, and I never will. My heart is always on the side of justice and humanity,” stated the 41-year-old actor. Jibon has been criticised for the contradiction between his actions and words, yet he continues to defend himself in the face of the ongoing backlash.
The Advertisement only Strengthened Bangladesh’s Boycott of Coca-Cola
Since the advertisement aired, many individuals have turned to social media to reaffirm and advocate for boycotting Coca-Cola.
Hasan Habib, a businessman from Dhaka’s Mirpur area, said he has boycotted Coke since Israel’s devastating attack on Gaza. “This ludicrous attempt to portray that Coke has nothing to do with Israel only consolidates my stance on boycotting it,” he said.
On Wednesday, an online shoe retailer in Bangladesh launched an advertisement in protest, depicting a man wearing its shoes kicking a bottle of Coke. Abdul Al Nayan, marketing manager of ZIS said: “As a marketing professional, I took the opportunity to formulate our product’s ad based on a popular and the most discussed issue,” he said. “Also, as a Muslim, I strongly condemn Coke and its failed portrayal that they have no connection with Israel.”
Bangladesh has switched to Mojo, which is contributing to Palestinian Aid!
The Chief marketing officer of Akij Food, Maidu! (owners of Mojo) discloses that the cola company has experienced a sales surge of 130%-140% since October 7th.
Maidul says they have contributed Tk1.5 crore to Gazans of 2 January. Of this, Tk1 crore was contributed from the company’s fund, while Tk50 lakh was derived from Mojo sales.
“As of 8 March, an additional Tk56 lakh from Mojo sales has been earmarked for donation and is awaiting transfer to support Palestinian causes,” he confirms.
