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.

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.