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and dollarsand in
late2002 launched Mecca Cola. With a marketing ? air and a keen
sense of timingMathlouthi dubbed Mecca Cola of? cial sponsor
of the antiwar protests. According to MathlouthiMecca Cola sold
3 million bottles within 10 months and grossed 3.6 million euros
in2003.
9 The company’s aggressive expansion led it to Pakistan
where anti-Americanism runs feverishly high. After placing ads
in local Pakistani newspapers for his own distributors—under the
slogan“No More Drinking Stupid. Drink With Commitment”—
Mathlouthi received more than 1
000 responses.
Mecca Cola soon spawned its own rivals. Hoping to tap the
same Muslim marketQibla Colaa British-based competitoris
targeting its soft drink line at “people of conscience everywhere.”
Under the banner“Liberate Your Tastes” Qibla Cola began its
sales in British towns with large Muslim populationssuch as Lon-
donDerbyand Birminghambut its success was so rapid that it
now has distributors in GermanyHollandNorwayand Luxem-
bourg. The company is soon to penetrate IndiaPakistanBangla-
deshand Malaysiaand the company’s executives aim to enter ? fty
other countries.
Like Mathlouthithe founders of Qibla Cola also harb [link widoczny dla zalogowanych]yilai:
[link widoczny dla zalogowanych]
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[link widoczny dla zalogowanych]