Coca-Cola remove 'Burn On' billboards from outside Doha mall where 19 people died in fire

Soft drinks giant Coca-Cola has been forced to remove adverts in Qatar for its energy drink ‘Burn’ and issue an apology after a backlash against “insensitive” billboards promoting the product were placed around the car park of the Villagio mall, the site of a major fire last year which killed 19 people.



The billboards, which contained the words “burn on” and a picture of the energy drink can with a flame logo, were condemned by many, including Martin Weekes, the father of two-year-old triplets, who were among the 13 children that died. "It's almost beyond belief, it's disgusting really," he said. "I just don't understand how people could be either so insensitive or tasteless over something like that."

“We no longer live in Doha as the memories are too painful however I was contacted by a friend with a photo of an ad campaign for your energy drink Burn being promoted outside the mall where the fire occurred. Please remove this as it is totally insensitive,” Weekes said in a message posted on Coca-Cola’s Facebook page. Coca-Cola have now apologised for the billboard adverts and has now ordered them to be removed. “We can confirm that we are removing the campaign branding around the Villaggio Mall and apologise for any concern that was created by its placement.



“This panel in the neighbouring area of the mall was part of a network of outdoor [billboards] and was not meant to be in this location specifically where the tragedy happened,” Regional group director for Coco-Cola, Dana Bolden, said. “We will ensure we have a more thorough review process in place going forward. We like to thank those who contacted us to make us aware of this issue and will always work with our consumers to ensure we live up to their expectations,” he added.