For years, soft-drink magnate Coca-Cola (in its efforts to create a world of soda drinkers) has blanketed the globe with images linking its fizzy drink to fun, happiness and romantic satisfaction.
But now Coke is coming up against a tiny rival with a decidedly different marketing strategy. Instead of blitzing the public with lighthearted pictures or appeals to its flavor, newcomer Mecca Cola (launched last month) is marketing itself with images from the intifada.
In the late 1970s the American Jewish Joint Distribution Committee, the New York-based organization that supports Jewish life in small communities around the world, needed someone to head its office in Tehran.
Two JDC staffers told Ralph Goldman, the Joint’s executive vice president, that he should consider Michael Schneider, a social worker in London.
After a four-hour interview with Schneider, a native of South Africa who left his homeland to escape arrest for anti-apartheid activities, Goldman offered him the job in Iran.
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