It is all about combating "America's imperialism and Zionism by providing a substitute for American goods and increasing the blockade of countries boycotting American goods," Mr Mathlouthi told BBC News Online.
It is not the first time Coca-Cola has been the target of a "buy Muslim" challenge. Zamzam Cola, an Iranian drink named after a holy spring in Mecca, has won an enthusiastic reception in Saudi Arabia and Bahrain.
Coca-Cola has dismissed Mr Mathlouthi's move, saying he had "identified a commercial opportunity which involves the exploitation in Europe of the difficult and complex situation in the Middle East".
Are we having a philosophical discussion here, or am I being reprimanded?