Coca-Cola celebrates “Real Magic” through Stellar Lightshow on Burj Khalifa

Sadmeena MahreenJanuary 19, 20221 Mins read460

Coca-Cola celebrates “Real Magic” through Stellar Lightshow on Burj Khalifa

For all of us, magic happens when we truly believe in it. So how does a global brand like Coca-Cola splendidly integrates this idea in its global philosophy? The answer is very simple yet one of the most beautiful ones. They simply made us believe that TOGETHER we can create magic anywhere, any time!

In one of the recent advertisements, through their new take on the logo called the hug, Coca-Cola embraced and framed their “Real Magic” brand philosophy through the lightshow on Burj Khalifa, the biggest advertising media in Dubai. It all began with a simple question- Is Magic Real? To become a part of this big reveal, they invited people to stand together on a button that would start lighting up Burj Khalifa. As the light reached from earth to sky, magic started to appear in front of people. And the definition of magic became very simple in that very moment! Wondering how?

The tallest building in the world showed the number of smiles that were present at that time. They showed the number of hugs which is known to be one of the powerful languages of feeling. They showed the numbers of people who were on holidays, and those who had their birthdays.

While the large numbers awed the audience, a single number put divine smiles on people’s face. Surprisingly, people from 74 nationalities gathered in that one place to celebrate the moments of life. And that is how magic happened around them! All they had to do was pause and look around.

Coca-Cola brilliantly connected the real magic of humanity with creative experience. For them, “Real Magic” is just not a tagline, it has transformed into a brand philosophy which is about finding real magic in unexpected moments. According to Manuel Arroyo, Global Chief Marketing Officer for The Coca-Cola Company: “Real Magic” aims at increasing customer base along with the experience in consumption occasions. Through this platform of “Real Magic”, The Coca-Cola Company wants to uplift people by engaging them in an ecosystem and by being in alignment with their purpose to refresh the world!

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Written by

Sadmeena Mahreen

Sadmeena is a persuasive extravert who aspires to grow as a communication specialist, content strategist and brand enthusiast. She specializes in digital marketing, people analytics, presentation, public speaking, research. Her motivation is driven by the purpose of “bringing results with strong contribution”. Hence, she always connects “why”, “how” and “what” with her work and this mantra helps her to reach her goal. Her journey as a writer began at an early age by publishing write-ups in school magazines. Surprisingly, at first she chose the genre of “crime-comedy-thriller” to showcase her world of imagination through words. She blended hope, thrilling experience, suspense and emotion in her writing which brought several awards and recognitions at a young age. Those accolades opened up windows of opportunities for her. As a result, she started to contribute in Research with the belief that “every finding opens up new ways to explore & learn”.