Our idea was no advertising campaign, but pr via a product innovation: the world’s first cola that comes in different
skin colors. They look different, but they all taste the same. Just like people: We look different outside – but we’re
all the same inside. An entertaining pro-tolerance statement. No special edition, but a serious relaunch, challenging
the cola industry and the people’s prejudices towards things (and people) that look different.
The relaunch of the cola started with changing the product to six different skin colors. Since the design idea of skin
colors is the focus, the packaging is reduced to the minimum. No conventional large labels, but only a white neck
label without any frills. The relaunch was accompanied by a print and out-of-home campaign portraying people
raising their ALI COLA bottles to eachother. Not only the different ALI COLA colors, but also people with different
skin color, different sex, old, young, tattooed, etc. The campaign parallelly conquered Facebook, Twitter and
Instagram, engaging people to post their own photos and ideas using the hashtags #toleranzschmeckt and
#cheerstotolerance. Press and blogs discussed the topic and the product worldwide. We also activated beverage
merchants and kiosks. They received a special mailing, consisting of a sample 6 pack and a brochure with positive
and negative social media reactions to our polarizing concept.
Indication of how successful the outcome was in the market
Press, TV, blogs, influencers and euphoric, but also angry comments proof that we struck a chord. ALI COLA
polarizes – showing the relevance for a pro-tolerance statement. ALI COLA hits a nerve in rough political times
and moves the issue of tolerance back into the consciousness of the people. A topic that is now more important
than ever, particularly in the context of the refugee crisis, German right-winged party AfD and Trump.
ALI COLA mainly targets the German society. It’s primary aim is to change the way Germans think about foreigners
and people with different skin colors. Since Germany is the second most popular migration destination in the world,
one out of five Germans has at least partial roots outside of Germany. Over the past two years Germany has
welcomed more than 1 million asylum-seekers – an immigration wave that has changed Europe’s largest economy.
Of course, it also raised racism and prejudice. Since Germany has a very dark past considering racism, our society
has a special responsibility to be a role model for Europe.