Decades ago, Coca-Cola was trying to enter the market in Saudi Arabia. They ran an ad where "pilgrims" walked around a giant coke bottle, in the same way that Muslim pilgrims in Mecca walk around the Kaaba during Hajj and Umrah. It was very, very poorly received, to say the least, and many attribute it as the main reason why Pepsi has dominated the market instead of Coca-Cola.