An advertisement by coca cola company israel aiming to distance itself from Israel has triggered backlash in Bangladesh amidst an ongoing boycott related to Israel’s conflict with Hamas in Gaza. This situation arose as several Western brands, including Coca-Cola, faced consumer boycotts due to perceived connections to Israel, which has been conducting extensive military operations in Gaza. Coca-Cola has previously refuted claims that it funds military activities in Israel or elsewhere.
Following Hamas’s attack on southern Israel on October 7, which resulted in around 1,200 Israeli casualties and numerous hostages taken, Israel launched an aggressive ground and air campaign in Gaza. This offensive has resulted in over 37,000 Palestinian deaths and left the area devastated, with millions homeless and facing severe shortages.
In an attempt to counteract the negative impact on its sales, which reportedly dropped by about 23% in Bangladesh due to the Boycott, Divestment, and Sanctions (BDS) movement, Coca-Cola released an advertisement in Bengali. This ad aimed to correct what it called “misinformation” and encourage consumers to resume purchasing their products. The ad features a shopkeeper who convinces a customer that the claim linking Coca-Cola to Israel is based on unreliable Facebook information, emphasizing the company’s long history and presence in 190 countries, including Turkey and Spain. However, the ad did not mention that Turkey’s parliament had recently banned Coca-Cola from its restaurants, and that Spain had officially recognized Palestine.
The ad also highlighted Coca-Cola’s operations in Palestine, although the company has faced criticism for its factory in the West Bank, with accusations of profiting from illegal Israeli settlements. This has been reported by various sources, including NPR in 2018, which cited a UN report listing Coca-Cola among companies benefiting from these settlements.
After airing during a Twenty20 World Cup match, the ad sparked significant protests in Bangladesh, both on the streets and on social media, leading Coca-Cola to pull the advertisement. Prominent voices, such as Syracuse University professor Farhana Sultana, praised the effective use of boycotts.
The actors and directors involved in the advertisement issued public apologies. Sharaf Ahmed Jibon, the producer and lead actor, clarified his stance against Israel, and actor Shimul Sharma expressed regret for participating in the ad, pledging to be more mindful of his country’s values and sentiments in future projects.
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