Coke throws up giant iceberg surprise
Dubai, June 27, 2011
A giant man-made iceberg, higher than a four-storey building and wider than a tennis court, set up as part of Coca-Cola’s refreshment campaign this year, has turned out to be a star attraction in Dubai.
The iceberg which appeared 100 metres off the coast of Dubai on June 23 will be seen floating until June 30.
The 2000 cu m, 14 metre high and 30 metre wide iceberg was revealed to guests attending an exclusive yacht party hosted by Coca-Cola Middle East, with an impressive laser show that lit up the huge structure.
The giant iceberg was constructed using Styrofoam and 650 tonnes of steel, with over 900 sq m of white paint used to cover the surface.
The iceberg reveal was organized by Coca Cola ME as one of the highlights of Dubai Summer Surprises 2011.
It was attended by senior officials from Coca Cola - a main sponsor of the DSS - and summer festival organisers Dubai Events and Promotions Establishment (Depe), an agency of DED in addition to local and international media.
Antoine Tayyar, public affairs and communications director, Coca-Cola ME, said, “Our recent ‘BRRR’ campaign struck a chord with our fans in the region, who could relate to the spontaneous and uplifting feeling derived from sipping an ice cold Coca-Cola.'
'What better way to celebrate the campaign and kick off the beginning of our involvement in DSS than by bringing a touch of Arctic chill to Dubai via the first manmade iceberg in the UAE, and probably worldwide!,' he remarked.
Farhad Abdulrahman, director of Customer, Brand Development, and Innovation at Depe, said: “DSS is one of the best-known summer events in the region. Its colourful diversity and ability to attract families from diverse nationalities makes it an ideal platform for innovative events such as the Coca Cola iceberg event.'
'Additionally, Coca Cola and DSS share the same core values of spreading joy and happiness among people,' he added.-TradeArabia News Service