The Holy Cola Wars So you want to buy the world a Coke? Guess what? The Muslim world ain't buying. And these days, neither are the French. To Fox-News-Watching Americans, that's an outrage. But to Tawfiq Mathlouthi, the French-Tunisian founder of Mecca Cola, it's a market opportunity.
"No more drinking stupid, drink with commitment!" goes the slogan on the bottle of Mecca, the purchase of which helps support Palestinian charities. And although Mathlouthi positions Mecca Cola as an Islam-friendly alternative for drinkers boycotting American colas, the beverage entrepreneur seems to be engaging in the sincerest form of corproate flattery. After all, his label's design not only has the evocative Coke swoosh, but Mathlouthi has the cheek to market his formula as Mecca "Classic."
It's unclear how well the stuff is selling on the Arab street, where fundamentalists might find its commercialization of the holy land an abomination. But it has already sold millions in Europe, where it's reported to be a hit among the anti-imperialist set. To date, the Coca-colonialists in Atlanta have kept their trademark lawyers at bay. -- Tim Dickinson
Photos by Todd Tankersley