Rita Ann Clifton CBE is a British advertising professional and a former UK Chairman of Interbrand who currently works as a speaker, facilitator, writer, and non-executive director of a portfolio of companies... (wikipedia)
It became a bit tired and, as a result, the brand became a bit tired.
Usually, when there have been calls for boycotts of American brands, there were no substitutes that people could opt for instead. Mecca Cola represents that alternative,
It was one idea which was rather relentlessly executed,