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Terri Willard
Joined: Jul 27, 2001
Posts: 370 (view all)
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Gender & Age: Female & 40
Country: Canada
Province/State: Manitoba
City: Winnipeg
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Resistance marketing
August 8, 2003 - 12:40 PM
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From http://www.cbc.ca/stories/2003/08/08/cola_030808
"People don't actually drink the product anymore, they drink the marketing." - Abdul Hamid Ebrahim of Qibla Cola
Qibla-Cola was launched in February to offer an alternative to Coca-Cola and Pepsi-Cola for Muslims. Anger over the treatment of Muslims in the aftermath of the Sept. 11 attacks has carried over to multinationals like soft drink companies. Ebrahim says Muslims can respond to the 9/11 backlash with their wallets. The message is already embedded in the marketing campaign: Liberate Your Taste.
"People in the world, especially in the Third World, feel occupied on all levels," explains Ebrahim. "So their taste has become colonized to an extent. What we're saying is for consumers to liberate their consumer behaviour."
The cola's other marketing strategy is to give 10 per cent of profits to developing nations. The company says it plans to support projects in countries where the soft drink is sold.
"We wanted to make sure our philosophy is completely different. Yes, we make a profit, but it's only natural to give something back."
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What do you think? To what extent is consumption a political act?
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