The Nokia 3310 is back. Is this the start of a backlash against smartphones?
Disguise by we+

Ali Cola by loved & thjnk: Cheers to tolerance


I love great branding for good causes, especially when it's minimal.

Back in 2012, German politician Thilo Sarrazin suggested that intelligence is genetically inherited and people of colour inherit less. In protest, Aydin Umutlu from Hamburg invented his own cola - Ali Cola - as a pro-integration statement. 

Umutlu wanted to produce something that "responds to prejudice and clichés with irony and humor. The slogan: cheers to tolerance."


The cola is available in six 'skin' colours, although the taste is exactly the same to emphasise that no matter the colour of our skin, we're all the same inside.

The concept and branding were developed by loved and thjnk, topped off with some great copywriting.


As I said at the start, Ali Cola isn't just a protest product the owner is cashing in on: through every drink sold they support Kiron, and NGO that cuts red tape and helps refugees earn qualifications through online courses and partner universities.



Feed You can follow this conversation by subscribing to the comment feed for this post.

Verify your Comment

Previewing your Comment

This is only a preview. Your comment has not yet been posted.

Your comment could not be posted. Error type:
Your comment has been posted. Post another comment

The letters and numbers you entered did not match the image. Please try again.

As a final step before posting your comment, enter the letters and numbers you see in the image below. This prevents automated programs from posting comments.

Having trouble reading this image? View an alternate.


Post a comment

Your Information

(Name and email address are required. Email address will not be displayed with the comment.)