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The Coca-Cola Company lights up Burj Khalifa to introduce new global brand philosophy and visual identity to the Middle East

‘Real Magic’, Coca-Cola’s first new global philosophy since 2016, and the ‘Hug’, a new perspective on its iconic logo, both revealed during a light show on the Burj Khalifa.


Coca Cola Middle East – in association with Dubai based agency ‿ and us – kicked of its new “Real Magic” platform with a dazzling experience on Burj Khalifa in Dubai.

‘Real Magic’ marks the first new global brand philosophy for Coca-Cola since 2016. It refreshes Coca-Cola’s promise – to unite and uplift people every day – with renewed relevance for the world we live in today.

The 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 mom

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