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Paris (pte038/25.02.2003/14:30) - The French makers of a new softdrink called Mecca-Cola http://www.mecca-cola.com have launched a direct ad attack on US beverage giant Coca-Cola in the name of anti-Americanism.
The Mecca-Cola brand logo is an imitation of the famous US brand, intentionally copying its trademark cursive white lettering on a red background. As reported by AdAge.com, the new drink is being promoted with political content opposing the global hegemony of the USA.
Mecca-Cola has appeared with slogans such as "Think before you drink". The producers have promised to donate a tenth of all profits to Palestinian organizations and another tenth to human rights groups supporting Palestinians.
Founder of the Mecca-Cola project is Tunesian-born French citizen Tawfik Mathlouthi, who handed out 36,000 bottles of the beverage and10,000 promotional t-shirts bearing the slogans "Stop the war" and "Not in my name" at anti-war demonstrations in London.
A giant Mecca-Cola can attracted attention to Mathlouthi's enterprise and brought him a mention in the 'Sunday Times' http://www.timesonline.co.uk , which called the market clone "politically preferable" to Coke and Pepsi.
Mathouthi said he has no problem with western products, but that Coke was a "symbol of imperialism", and that with his product he was trying to fight against both the symbol and the politics behind it. He claims to not need any additional advertising for Mecca-Cola, as US president George Bush is providing enough coverage with his "aggression and policy of war".
According to the makers, about 800,000 bottles of Mecca-Cola have already been sold in Great Britain, and another 800,000 in France. About 1 million are said to have been purchased in the Middle East and 16 million bottles have been ordered.
Branch experts at 'Beverage Digest' say the newcomer on the market poses little real threat to the leading original brand http://beverage-digest.com .
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