Derby Al Riyadh video to fuel new friend­ships

ArabAd - - ADTALK -

The Coca-cola Com­pany re­cently ex­tended its award win­ning ‘Share a Coke’ cam­paign with a spin off en­ti­tled “Derby Al Riyadh” in the King­dom of Saudi Ara­bia. Launch­ing the cam­paign on so­cial media, Coca-cola re­leased a video on Youtube fea­tur­ing two iconic Saudi football le­gends who are at the heart of the in­fa­mous football club ri­valry that ex­ists in the na­tion: Sami Al Jaber from Al Hi­lal and Ma­jed Ab­dal­lah from Al Nasr. Through this cam­paign Coca-cola hopes football fans will put aside their dif­fer­ences and come to­gether to share a Coke, in­spir­ing mo­ments of hap­pi­ness.

The Coca-cola Com­pany has been re­fresh­ing The King­dom since 1993 and is aware of the pas­sion for football that em­bod­ies Saudi cul­ture and un­der­stands that it is a shared love for the sport that fu­els the ri­valry be­tween Al Nasr and Al Hi­lal. With this video, Coca-cola in­vites the fans of each team to be­come new friends by high­light­ing the power of in­clu­sion through Shar­ing a Coke.

“Derby Al Riyadh”, doc­u­ments the in­her­ent com­pe­ti­tion be­tween the two clubs and it also em­pha­sised that fans can still have a mu­tual rev­er­ence for each re­spec­tive teams’ play­ers. This sense of ca­ma­raderie used to be buried un­der an in­tense feel­ing of com­pet­i­tive­ness, but when the fans wit­nessed their two favourite play­ers, and

from op­pos­ing teams shar­ing a Coke with each other, it en­cour­aged them to look past that com­pet­i­tive­ness and find a sense of sports­man­ship that had ex­isted all along. Ac­cord­ing to one su­per­fan, “At the end of the day, we’re all broth­ers and football can’t di­vide us.”

Mar­ket­ing Man­ager Co­cacola Mid­dle East, com­mented, “We wanted to show­case that while on the sur­face football ri­val­ries in Saudi Ara­bia seem to be ex­treme, deep down it’s all about a com­mon pas­sion for football. By tap­ping into that pas­sion we wanted to re­mind the public that when you share a Coke, you share mo­ments of hap­pi­ness, no mat­ter which football club you sup­port.”

‘Share a Coke’, which first launched in Aus­tralia in 2011 in­vites fans to find their names -- and the names of fam­ily mem­bers, friends, co­work­ers and peo­ple they’d like to know bet­ter -- on cans of Coca-cola across the re­gion. The cam­paign has since made its way around the world, spread­ing hap­pi­ness in more than 70 coun­tries to date.


Tolga Cebe,

Sami Al Jaber


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