Qibla Cola takes traditional tack

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[London] Qibla Cola, a U.K.-based Coca-Cola lookalike aimed at Muslims that tries to position itself as an alternative to multinational soft-drink brands, is using traditional advertising for the first time. The 30-second spot conceals the drink's identity at the beginning, as different British voices describe the product: "It's more than just a drink, it's a statement" and "The taste is so refreshing." The tagline is "liberate your taste." Abdul-Hamid Ebrahim, marketing manager of Qibla Cola, said, "We are very conscious of the fact that we want to be a positive, upbeat brand. This ad matches our philosophy." The spot, created in-house, is running on a Pakistani channel aired in Europe called ARY Digital, and Qibla also plans to use pan-Arab satellite channel Al Jazeera.