For its first-ever Ramadan campaign, Coca-Cola used Facebook and Instagram to show off delectable Iftar meals (the feast eaten at the end of the fast) alongside a tall glass of Coke. Strategically timed to appear in the feed when those who were fasting were at their hungriest (about two hours before sunset), the campaign offered encouragement and support, while also asking what foods people were most excited to eat in a few hours. Overall, more than four million Canadians saw the posts, which earned more than 20,000 interactions, with many sharing their own Iftar cravings.