January 30, 2025
Challenge
Coca-Cola needed to streamline its approach to Ramadan marketing, a key sales period in nearly 80 markets. Historically, Ramadan campaigns were handled locally, leading to fragmented messaging and inconsistent brand execution across regions. This decentralised model made it difficult to drive efficient cross-market impact while maintaining cultural relevance. Compounding this challenge, 2022 marked the first Ramadan post-pandemic where social gatherings resumed, meaning consumer sentiment had shifted, requiring a fresh and insight-driven approach.
Approach
Amper partnered with Coca-Cola to define the strategic foundation for its first-ever global Ramadan campaign. Through qualitative research and cultural analysis, we identified a critical shift: where past campaigns had centred on the meal itself, post-pandemic consumers prioritised connection and shared moments. Using this insight, Amper developed a globally scalable GTM framework that provided Coca-Cola with a unifying message—while enabling local markets to execute culturally relevant activations. By ensuring alignment between brand positioning (Real Magic) and market execution, Amper helped Coca-Cola achieve message consistency without losing local relevance.
Outcome
The campaign delivered a cohesive GTM model that could be activated efficiently across multiple regions, improving brand consistency and media effectiveness. By replacing fragmented local executions with a structured yet adaptable framework, Coca-Cola optimised campaign impact at scale, resulting in measurable uplift in brand engagement and sales during Ramadan. This collaboration demonstrated how Amper helps global brands design and implement scalable GTM systems, enabling cross-market efficiency without sacrificing cultural authenticity.
