A 60-second Coca-Cola advertisement has sparked a wave of criticism, embroiling the beverage giant in a heated controversy. The ad, released amid ongoing violence in Gaza, was an attempt by Coca-Cola to distance itself from Israel, but it has only intensified public outrage in Bangladesh.
According to a report by Al-Jazeera, Coca-Cola sales in Bangladesh have plummeted by approximately 23% since the conflict in Gaza began. The decline prompted the company to shift its advertising strategy from full-page newspaper ads to prominent placements on news websites, aiming to counter what it described as “misinformation” regarding its ties to Israel.
The advertisement, which aired on Sunday, opens with a scene set in a bustling market. A young man approaches a middle-aged shopkeeper, who is enjoying a song from Coke Studio. The shopkeeper, played by renowned Bengali actor Saraf Ahmed Zibon, offers the young man, Sohail, a bottle of Coke. However, Sohail declines, hinting at a political stance: “No, Bablu bhai, I am not drinking this stuff anymore.”
Bablu, portrayed by another well-known actor, Shimul Sharma, probes further, and Sohail vaguely refers to Coke’s origin, suggesting it’s linked to Israel. The shopkeeper, through a persuasive conversation, clarifies that Coca-Cola is not an Israeli product and that it has been enjoyed by people in 190 countries for 138 years, including Turkey, Spain, Dubai, and even Palestine.
Despite the advertisement’s intent to clear misconceptions, it backfired, drawing intense criticism from viewers. Many took to social media, accusing Coca-Cola of insensitivity and calling for a boycott. The backlash was so severe that both actors involved in the ad issued public apologies.
In an opinion piece for The Daily Star, writers Nahalay Nafisa Khan and Azmim Azran highlighted the situation, dubbing it the “power of boycott,” underscoring the influence consumers wield over corporate giants.