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.

ALI COLA – The cola in skin colors – is not only an advertising idea, but a relationship-building idea that shows

how creativity is relevant in bringing a brand to life and how creative agencies and clients can co-work to improve

a product. It bursts the boundaries between client and agency. Plus, ALI COLA is a pro-tolerance statement in

rough political times, creating both: an innovative product and a cultural moment when it’s most needed in

Europe and the world. People are involved and engaged to discuss the topic and carry the cola as a pro-tolerance

statement.

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.

Since 2012 German startup ALI COLA encourages a debate about tolerance. In 2017, politics is lurching to the

right. In Europe and especially in Germany, due to the wave of refugees, the fake news and the fear of terrorism

– the hate for people who look different or who come from different countries has alarmingly increased. How can

ALI COLA make people effectively talk about the brand and tolerance?