Coca-Cola in the Arab World: “nothing but a local company”

For decades, the contours of the Cairo skyline have been lit up by night with numerous billboards towering over the city’s bustling thoroughfares. A familiar face in the mix of these advertisements is Coca-Cola.Historically, Coca-Cola has struggled in the Middle East, in particular with the Arab League boycott of the beverage from 1968-1991 – a punishment for the company’s business in Israel. But even in a staunchly anti-American country like Iran, the brand’s close association with American values has not stopped the drink from reaching thirsty consumers in the region.

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Coca-Cola in the Arab World: “nothing but a local company”

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