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Marrakech – With the approach of Eid al-Adha, calls have resurfaced on social media in Morocco to boycott Coca-Cola and Pepsi, citing the companies’ alleged support for Israel amid the ongoing war on Gaza.
Soft drink consumption typically spikes during the holiday period, but activists are urging Moroccans to shun these American beverage giants.
Posts on social media with hashtags like #BoycottCocaCola emphasize that by purchasing their products, consumers are “drinking the blood of their Palestinian brothers.”
Some argue that Moroccan mint tea is a far superior alternative that is healthier and supports the local economy. Others suggest opting for natural juices or Moroccan-made beverages instead.
However, concerns have been raised about the impact such boycotts could have on local employees of Coca-Cola and Pepsi. A significant number of Moroccans work in the soft drink sector and could potentially lose their jobs if sales drop substantially.
The current boycott calls are part of the broader Boycott, Divestment and Sanctions (BDS) movement which seeks to pressure Israel through economic means.
Coca-Cola in particular has been targeted for operating a factory in Atarot, an Israeli settlement in occupied Palestinian territory that is considered illegal under international law.
In 2022, American food company General Mills divested from Atarot following pressure from activists. The Friends of Al-Aqsa organization is now pushing for Coca-Cola to follow suit, stating that “by drinking Coca-Cola, we as consumers are turning a blind eye to the illegal occupation of Palestine.”
Globally, Coca-Cola and Pepsi have already seen sales decline in certain markets due to similar boycott campaigns and backlash over their perceived position on the Israel-Palestine conflict. Among other markets, Coca-Cola saw a steep sales drop in Turkiye.
Another major American giant targeted in the boycotts, McDonalds, reported that the war “meaningfully impacted” their performance in Asia and the Middle East in the last quarter of 2023.
While the boycott in Morocco appeals to those standing in solidarity with Palestinians, the economic realities and potential for job losses complicate the matter for many consumers.
It remains to be seen whether the latest calls to shun Coca-Cola and Pepsi products will gain widespread traction in Morocco this Eid al-Adha.
Read also: McDonald’s Announces Buying Back All its Israeli Restaurants Following Boycott Fallout
