The Coca‑Cola Company lights up Burj Khalifa to introduce Real Magic to the Middle East
The iconic Burj Khalifa was illuminated in a stunning light show to officially unveil The Coca‑Cola Company’s new global philosophy, ‘Real Magic’.
The live activation called on people to celebrate together and showcased real magic moments that unite and uplift people. This included a wedding proposal, families gathered to celebrate special occasions, and people everyday moments of human connection.
The ‘Real Magic’ philosophy is built around key lessons learned over the last 18 months: that we can find magic all around us when we come together in unexpected moments that elevate the everyday into the extraordinary. The brand philosophy was launched alongside the ‘Hug’ – a refreshed visual identity and new perspective on the brand’s famous logo.
“Magic isn’t about the unbelievable or mystical, but about those moments of real human connection,” said Tarun Sabhlok, Region Marketing Director – Middle East at The Coca‑Cola Company. “The Real Magic philosophy is rooted in the belief that differences can make the world a more interesting place, so there was no better place to celebrate the Real Magic of humanity than in the most diverse nation in the world, on the most iconic landmark in the region – the Burj Khalifa.