Coca-Cola Faces Backlash in Bangladesh Over Controversial Advertisement
In Bangladesh, Coca-Cola is at the center of a heated controversy following the release of a 60-second advertisement that attempted to dissociate the company from Israel amid the ongoing war in Gaza.
The ad, meant to counter misinformation and boost declining sales, sparked widespread criticism and calls for a boycott, exacerbating the brand's struggles in the region.
Since the beginning of the Gaza conflict on October 7, Coca-Cola, along with several other companies, has faced declining sales in Muslim-majority countries.
Consumers are boycotting firms believed to have connections with the Israeli government and military. Coca-Cola's sales in Bangladesh have reportedly dropped by 23% since the conflict started.
To counter the boycott, Coca-Cola launched an intensive advertising campaign. The latest attempt, a commercial aired on television and social media, aims to dispel the "misinformation" that Coca-Cola is an Israeli product.
The ad, in Bengali, opens on a hot day in a market. A young man named Sohail approaches a middle-aged shopkeeper, Bablu Bhai, who is watching a song from Coke Studio on his mobile phone.
"How are you, Sohail? Should I give you a [bottle of] Coke?" asks Bablu Bhai, turning a table fan towards Sohail.
"No, Bablu Bhai, I am not drinking this stuff anymore," replies Sohail.
When Bablu Bhai asks why, Sohail responds, "This stuff is from 'that place'."
Bablu Bhai, through a conversation, explains that Coca-Cola is not from "that place" and that claims linking it to Israel are misinformation.
"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."
A relieved Sohail asks for a bottle of Coke.
Despite these reassurances, the advertisement was met with immediate backlash. Critics took issue with several points, notably the claim that “even Palestine has a Coke factory.”
This statement was seen as misleading because the factory is located in Atarot, an Israeli settlement in the occupied West Bank, considered illegal under international law.
The ad was perceived as insensitive and factually inaccurate, prompting a surge in calls for boycotting the beverage giant. Public sentiment was further fueled by Coca-Cola's historical ties with Israel, including accusations of profiting from illegal Israeli settlements.
The advertisement was first aired during the India-Pakistan cricket match in the Twenty20 World Cup. Immediately, it drew outrage both online and offline, with many Bangladeshis condemning its insensitivity and inaccuracies.
"If cringe-fest has a literal face, it would be this ad," said Jumanah Parisa, a student of Brac University in Dhaka. "If this ad doesn’t hurt Coke sales, I don’t know what will."
Hasan Habib, a businessman from Dhaka’s Mirpur area, remarked, "This ludicrous attempt to portray that Coke has nothing to do with Israel only consolidates my stance on keep boycotting it."
Omar Nasif Abdullah, a marketing lecturer at Bangladesh’s North-South University, stated that Coca-Cola "failed to read the pulse of the people." He added, "The new PR campaign is laden with the wrong message and wrong approach. And in the cut-throat world of marketing, that’s an unforgivable mistake."
In response to the outrage, Coca-Cola temporarily removed the commercial from its YouTube and Facebook pages, only to quietly restore it later with disabled comments. The company has not publicly addressed the criticism, despite multiple inquiries from the media.
For instance, an online shoe shop released an ad showing a bottle of Coke being kicked by a man wearing its shoes, while a marketing manager for the shop stated their stance against Coca-Cola in support of the Boycott, Divestment, and Sanctions (BDS) movement.
Saraf Ahmed Jibon, the actor who played Bablu Bhai in the advertisement, wrote on his Facebook page, "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."
However, many Bangladeshis remain unconvinced. Faiz Ahmad Taiyeb, a prominent author and columnist, said, “Actors should verify the factual accuracy of a script before participating in an ad.”
Another social media user criticized Jibon's justification, commenting, "So you are justifying selling your humanity for the sake of money?"
Actor Shimul Sharma said in a post on Facebook that he did the advert "without understanding" and acknowledged that it hurt "my audience, my family, and the people of my country. In the future, I will ensure that any work I undertake respects our country's values, human rights, and people's sentiments."
Coca-Cola's attempt to mitigate the damage through public relations efforts has been largely unsuccessful. The ad's release coincided with a broader trend of increased support for local alternatives, such as the Bangladeshi cola brand Mojo, which has seen a rise in sales amidst the boycott.
Political analysts suggest that the boycott of Coca-Cola is driven by the belief that economic pressure on American brands could influence U.S. policies regarding the Israel-Palestine conflict. This sentiment has been echoed by consumers and activists who see the boycott as a means to express solidarity with the Palestinian cause.
As the outrage continues, calls for boycotting Coca-Cola intensify. Social media users have rallied under hashtags like #BoycottCocaCola, urging a complete ban on the company’s products. The commercial, intended to mitigate the boycott's impact, has ironically fueled it further.
Brands Boycotted in Protest Against Israel's Actions in Palestine
In light of the recent escalation of violence in Gaza, the boycott, divestment, and sanctions (BDS) movement against Israel has gained renewed attention. Several global brands are being targeted for boycotts due to their perceived complicity in Israel's actions against Palestinians.
McDonald's is under scrutiny after a franchisee in Malaysia filed a SLAPP lawsuit against solidarity activists, coupled with allegations of supporting Israel's apartheid regime. Similarly, Starbucks faces criticism for suing its labor union over a pro-Palestinian social media account and its alleged support for Israel.
PUMA is being called out for its sponsorship of the Israel Football Association, which governs teams in illegal settlements on occupied Palestinian land. It remains a target despite PUMA's decision to end this contract by December 2024.
Carrefour is accused of supporting Israeli soldiers involved in actions in Gaza and has partnered with Israeli companies involved in violations against Palestinians. AXA is targeted for supporting Israel's apartheid regime, and Hewlett Packard (HP Inc) for providing services to Israeli leaders and technology for Israel's Population and Immigration Authority.
Chevron is implicated in extracting gas in the East Mediterranean, allegedly benefiting Israel's military and economic power. Siemens faces criticism for its role in the Euro-Asia Interconnector project, connecting Israeli settlements to the EU electricity grid.
Other brands like Burger King, Pizza Hut, WIX, Nestlé, Pepsi, Fiverr and Amazon are also being boycotted for their affiliations or support of Israel. This resurgence in the BDS movement is part of a broader effort to pressure Israel to comply with international laws and cease its controversial policies toward Palestinians.
Protests and calls for boycotts have spread globally, with activists urging consumers to refrain from purchasing products and services from these companies as a form of peaceful resistance.
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