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Coca
Cola released a video
this week called 'Hello
Happiness'’. The
video starts with a footage
of that shows the plight
of migrant laborers in
Dubai. There is conversation
that brand creates with
few migrants and points
out the fact that workers
there make about six dollars
per day, and that it costs
nearly a dollar per minute
to call home. This was
the major reason why they
rarely called their loved
ones.
The
brand then runs an activation
where laborers are seen
using the Coca-Cola bottle
caps as a currency in
a branded phone booth.
This then allows them
to make a three-minute
international call to
loved ones in India, Pakistan,
and other regions. Coke
is shown paying for the
phone call, branding the
booth, and the laborers
are seen paying for the
Coke bottles.
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