The Wish Upon a Coke campaign is an incredibly heartwarming one. It focuses on what the company has labeled as 'Wish Booths' in India, Pakistan and the Philippines. Activated by Coca-Cola caps, when a person steps into one of the booths, they're asked what they would wish for their family. Since Coca-Cola has always prided itself as a family-friendly brand, this is especially poignant.
Conceived by the Y&R ad agency based in Dubai, United Arab Emirates, the Wish Upon a Coke campaign makes some of their wishes come true. Giving back in a big way, the campaign saw the creation of a business, the payment of school tuition and more. Associating hope and happiness with the brand, a powerful message is not only sent by, but also attached to a bottle of Coke.