West Bank shoppers are rejecting Coca-Cola in favor of homegrown Chat Cola, with sales skyrocketing 40% since Israel’s Gaza war began. The red-and-white cans – strikingly similar to Coke’s iconic design – now dominate refrigerators from Ramallah cafes to Salfit supermarkets as consumers protest U.S. foreign policy.
“No one wants to be caught drinking Coke now,” said Mad Asaad, a Ramallah bakery worker, as he stocked Chat Cola. “Every purchase feels like resistance.” This boycott movement mirrors regional trends – McDonald’s and Starbucks also report Middle Eastern sales declines – but Chat’s success stands out for its economic and symbolic impact.
“We’ve created a global-quality product Palestinians can rally behind,” Chat Cola GM Fahed Arar told AP from their Salfit factory, where production lines hum 24/7.
The company’s wartime strategy includes:
- New berry-flavored sodas in candy-colored cans
- Kosher certification for Israeli-Arab markets
- A second factory opening in Jordan
Despite copyright battles with Coca-Cola’s local franchise in 2020, Palestinian courts ruled Chat’s design tweaks avoided trademark infringement. Quality control head Hanna al-Ahmad emphasizes taste parity: “If the flavor fails, the boycott fails.”
Challenges persist under Israeli occupation. A 35% import tax and border delays cost Chat $10,000s when aluminum shipments stalled last fall. “Our success depends on Israeli bureaucracy more than nationalism,” Arar admitted.
While BDS critics argue boycotts inflame tensions, Chat’s expansion continues. Exports now reach Lebanon, Yemen, and surprisingly, the U.S. and Europe. PR manager Ahmad Hammad credits redesigned “Palestinian Taste” logos and flag-colored merchandise for capitalizing on global solidarity.
As West Bank unemployment nears 30%, Chat’s 250 Palestinian workers face growing pressure. Coca-Cola’s local franchise employs Palestinians too, creating boycott dilemmas. “This isn’t just business,” said Ramallah Chamber of Commerce head Salah Hussein. “It’s a cultural awakening.”
