09 October 2003
Khaleeji music’s most famous celebrity, Saudi singer Abdul Majeed Abdullah, has been announced as the new brand spokesperson for Coca-Cola in the Gulf during a press conference held in Saudi on Thursday. The event was held on the day of airing one of two TV commercials that will feature Abdul Majeed Abdullah promoting the brand.
Coca-Cola opted to associate with a Saudi singer for the brand as music and Coca-Cola have always gone hand in hand, with the Company’s jungles receiving admiration of consumers throughout the years.
Another reason behind the partnership is Coca-Cola’s belief that the local activities should continue bring the Company closer to the local communities it operates in. Rather than opting for an international star, or even a regional one from the Middle East, after research, Coca-Cola decided to partner with a Saudi celebrity to feel closer to the Saudi population. There were certain criteria that were considered by
the company before deciding who would best represent Coca-Cola.
During the event, Jamal Sallman, Genereal Manager of The Coca-Cola Bottling Company of Saudi Arabia, talked about some of the reasons behind selecting Abdul Majeed Abdullah by saying: “As the number one brand in the world, we had to make sure that the personality we select is also the leader in his area, and when looking at Khaleeji singers, we went for someone who is the number one singer, as well as having a successful track record in producing hit songs, a wide base of fans, and a reputation that appeals to people across the Middle East and not only the GCC."
Sallman then talked about the strong message Abdul Majeed wants to communicate to the Saudi community, which Coca-Cola fully supports. “More importantly, this singer has a strong message that we would like to communicate. A message of togetherness in building a better future by sharing the positive values of our lives.”
On the occasion, Abdul Majeed Abdullah talked about his reasons behind accepting this collaboration by saying: “I am excited to have been selected as the new voice of Coca-Cola in the Gulf. When Coca-Cola approached me to discuss this partnership, I realized that their objective was similar to mine; to spread a message of unity and togetherness. I have to say that this has been a new and unique concept for me, yet exciting at the same time; being able to partner with the world’s leading brand to further communicate this message, which is the key to the future of the Kingdom.”
The collaboration with Abdul Majeed marks a new milestone for Coca-Cola in the Middle East, as it is the first partnership by the Company that realizes a truly creative collaboration with a Saudi icon. On this topic, Adham Hussein, Marketing Manager of Coca-Cola Middle East, highlighted the marketing aspects behind the partnership. “We are delighted to collaborate with a singer like Abdul Majeed as we are, yet again, breaking new grounds in creative marketing and exploring innovative ways of expressing Coca-Cola’s essence.”
Hussein then explained that the partnership was a long-term one, which will last for two and a half years, during which Coca-Cola and Abdul Majeed fans will see him appear in two TV commercials, as well as special appearances that will allow them to meet him in person. “We just completed shooting the first TV commercial in Budapest, Hungary, which will air on TV stations this evening. The result of all the hard work is a pioneering final product, which pumps fun and energy into the world of Coca-Cola and music!” concluded Hussein.
-Ends-
Note to Editor:
The Coca-Cola Company exists to benefit and refresh everyone who is touched by our business. Founded in 1886, our Company is the world's leading manufacturer, marketer, and distributor of non-alcoholic beverage concentrates and syrups, which are used to produce more than 300 beverage brands in over 200 countries around the world.
For further information, please contact:
Ayman AlSaleh,
Promoseven Weber Shandwick PR,
Tel: (+9714) 3210077,
Fax: (+9714) 3211711
Email: ayman.alsaleh@promoseven.com
Khaleeji music’s most famous celebrity, Saudi singer Abdul Majeed Abdullah, has been announced as the new brand spokesperson for Coca-Cola in the Gulf during a press conference held in Saudi on Thursday. The event was held on the day of airing one of two TV commercials that will feature Abdul Majeed Abdullah promoting the brand.
Coca-Cola opted to associate with a Saudi singer for the brand as music and Coca-Cola have always gone hand in hand, with the Company’s jungles receiving admiration of consumers throughout the years.
Another reason behind the partnership is Coca-Cola’s belief that the local activities should continue bring the Company closer to the local communities it operates in. Rather than opting for an international star, or even a regional one from the Middle East, after research, Coca-Cola decided to partner with a Saudi celebrity to feel closer to the Saudi population. There were certain criteria that were considered by
the company before deciding who would best represent Coca-Cola.
During the event, Jamal Sallman, Genereal Manager of The Coca-Cola Bottling Company of Saudi Arabia, talked about some of the reasons behind selecting Abdul Majeed Abdullah by saying: “As the number one brand in the world, we had to make sure that the personality we select is also the leader in his area, and when looking at Khaleeji singers, we went for someone who is the number one singer, as well as having a successful track record in producing hit songs, a wide base of fans, and a reputation that appeals to people across the Middle East and not only the GCC."
Sallman then talked about the strong message Abdul Majeed wants to communicate to the Saudi community, which Coca-Cola fully supports. “More importantly, this singer has a strong message that we would like to communicate. A message of togetherness in building a better future by sharing the positive values of our lives.”
On the occasion, Abdul Majeed Abdullah talked about his reasons behind accepting this collaboration by saying: “I am excited to have been selected as the new voice of Coca-Cola in the Gulf. When Coca-Cola approached me to discuss this partnership, I realized that their objective was similar to mine; to spread a message of unity and togetherness. I have to say that this has been a new and unique concept for me, yet exciting at the same time; being able to partner with the world’s leading brand to further communicate this message, which is the key to the future of the Kingdom.”
The collaboration with Abdul Majeed marks a new milestone for Coca-Cola in the Middle East, as it is the first partnership by the Company that realizes a truly creative collaboration with a Saudi icon. On this topic, Adham Hussein, Marketing Manager of Coca-Cola Middle East, highlighted the marketing aspects behind the partnership. “We are delighted to collaborate with a singer like Abdul Majeed as we are, yet again, breaking new grounds in creative marketing and exploring innovative ways of expressing Coca-Cola’s essence.”
Hussein then explained that the partnership was a long-term one, which will last for two and a half years, during which Coca-Cola and Abdul Majeed fans will see him appear in two TV commercials, as well as special appearances that will allow them to meet him in person. “We just completed shooting the first TV commercial in Budapest, Hungary, which will air on TV stations this evening. The result of all the hard work is a pioneering final product, which pumps fun and energy into the world of Coca-Cola and music!” concluded Hussein.
-Ends-
Note to Editor:
The Coca-Cola Company exists to benefit and refresh everyone who is touched by our business. Founded in 1886, our Company is the world's leading manufacturer, marketer, and distributor of non-alcoholic beverage concentrates and syrups, which are used to produce more than 300 beverage brands in over 200 countries around the world.
For further information, please contact:
Ayman AlSaleh,
Promoseven Weber Shandwick PR,
Tel: (+9714) 3210077,
Fax: (+9714) 3211711
Email: ayman.alsaleh@promoseven.com
© Press Release 2003
