An average South Asian immigrant in Dubai earns about $6 per day and the call rates to home from the UAE are $0.90 per min, now that’s a real problem for the immigrants as they cannot talk to the loved ones back home for whom they made the sacrifice of leaving the country behind where salaries are even lower.
So, The Coca Cola Company decided to do something really sweet for them. The company actually installed phone booths in this South Asian neighborhood which would let them make a 3 minute international call for a coke cap inserted in to the machine instead of real currency. This is a very good initiative and not just a marketing gimmick considering the low prices of a coke bottle in UAE and the availability of coke cans from leftovers in rich neighborhoods in the city.
Way Sweeter than the sweet coke!