There has long been a belief that popular culture breaks down barriers - the idea that engagement always trumps disengagement.
That was true when it came to the Soviet Union. That's true when it comes to China.
And to the extent than popular culture includes consumer products (it includes music, movies and fashion, so why not CPG?), Coca-Cola has always been at the forefront of cashing in on any peace dividend it could help create (a notion I call "cause meets commerce" in my book THE ON-DEMAND BRAND). Just look at the "I'd Like to Buy The World A Coke" spot from the 60s.
And look at this fantastic new outdoor-cum-live-social-media effort from Coca-Cola and Leo Burnett, which provides a live communications portal between people in two nations who have long had antagonisms - India and Pakistan – and gets them to complete some engaging task, like touching hands, or drawing symbols for happiness, peace and love together.
I dare you not to get choked up.
Kudos to all involved.
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