The Coca‐Cola CompaKhalifa to introduce new global brand philosophy and visual identity to the Middle East
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 moments that elevate the everyday into the extraordinary . It also acknowledges the many contradictions experienced as new generations find harmony and human connection in a virtual and divided world .
“ Magic isn ’ t about the unbelievable or mystical , but about those moments of real human connection . Real Magic can happen at any given moment and can be extraordinary ,” 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 .