Mecca-Cola's Performance in the Middle East

Dubai-based Mecca-Cola is one of the world's leading 'Islamic' cola brands - a range of cola beverages that sprung up in response to perceived US imperialism and criticism of US foreign policy in the Muslim world. The success of Mecca-Cola has been both a consequence of and a driver of the popular, but sporadic, boycott of US products and brands in the Arab world.

The brand was conceived under the idea of making the economy work in the interests of ideology. The company's slogan is 'no more stupid drinking, drink with commitment' and its success in the Middle East, as well as among Muslim communities globally, has been a consequence of its backing up of its ideals with action. Twenty-percent of net profits are given to charity. Of this 20%, 10% is given to humanitarian Palestinian charities with every effort made to ensure that the money does not get diverted to the causes of fighting factions. The remaining 10% is donated to charitable

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