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Communicate Levant | Advertising, marketing, public relations and media in the Arab world and beyond

Coca-Cola Light collaborates with local artists for new can designs

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Coca-Cola Light collaborates with local artists for new can designs

Coca-Cola Light reveals its second series of custom-designed coke cans, created by four new regional artists: Emma Boutras, Fidda Al Hussan, Faisal Al Fouzan and Raha Moharrak. The cans featuring the new designs are limited editions and have been released across the UAE, KSA and Kuwait. The production of the first series of #LoveLife cans took place in May 2015, giving artists the opportunity to illustrate how they enjoy the moment.

In a press statement, Tolga Cebe, head of marketing at Coca-Cola Middle East, says, “We are very pleased to be collaborating once more with inspirational Arab designers and encouraging them to share what it is that they love most about life. We hope to build on the huge success of the first installment of the #lovelife campaign with the new designs and hope to once again inspire the Arab region to celebrate with Coke Light as they reaffirm why they #lovelife.”

On the cans, the illustrations feature various images, such as a shoe, which represents the footsteps we take to transform ourselves; bottles within bottles, which demonstrate the ability to control feelings from within; photography, which illustrates diversity of ethnicities; and Mount Everest, which depicts ambition.

Fida Al Hussan says, “My love for life is the fact that we have the ability to control and navigate our feelings and thoughts to our will. The fact that we can choose to forget the past, fully live the present and shape our future – as obvious as it sounds – is something that amazes me.”

The first Saudi woman to climb Mount Everest, Raha Moharrak, describes the mountain as “a universal icon of achieving something”.

The newly designed cans will be rolled out in the MENA region, with new cans being released every three months.

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