Word: mathlouti
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Dates: during 2000-2009
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...fine antenna for the political mood were all you needed to create a successful consumer brand, Tawfik Mathlouti would be a happy man by now. Mathlouti is a French Muslim lawyer who vigorously opposes U.S. foreign policy in the Middle East and believes the world should protest it by boycotting American products. In the fall of 2002, he began marketing Mecca-Cola, a distinctly non-American imitation of Coca-Cola, in France, Britain and elsewhere in Europe...
...timing, a few months before the invasion of Iraq, seemed perfect. Polls showed that many Europeans were upset with the U.S. and less inclined to buy its brands. Mathlouti reaped acres of free publicity, especially in France, where the Iraq war was deeply unpopular and Muslims account for about 10% of the population. Yet after a promising start, Mecca-Cola has fizzled. In France, its biggest market, sales dropped about 10% in 2004; its market share there is negligible--1% or less...
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