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Latest News

Iceberg! Right Ahead…

…in Dubai Marina. What do you think of Coca-Cola’s latest marketing strategy of building the largest man-made iceberg?

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June 26, 2011 3:25 by



On Thursday night, Kipp went to a fancy-schmancy yacht party courtesy Coca Cola. Coke promised us local journos a reveal that would be “a visual spectacular you wouldn’t want to miss.”

Just a little curious, Kipp patiently kept our curiosity to ourselves, enjoying the view until it was finally revealed to us, that Coke was showing off its largest man made iceberg.  This iceberg.


The 900-sqm iceberg is higher than a four-storey building and wider than a tennis court. It was constructed using Styrofoam and 650 tonnes of steel covered in white paint. The iceberg structure is built on a little boat of its own and floats up and down the coast of Dubai.

Antoine Tayyar, Public Affairs and Communications Director, Coca-Cola Middle East, said: “What better way to celebrate the campaign and kick off the beginning of our involvement in Dubai Summer Surprises than by bringing a touch of Arctic chill to Dubai via the first manmade iceberg in the UAE, and probably worldwide!”

It is an interesting concept, having a pseudo iceberg floating around sunny Dubai—during the beginning of the scorching summer season. Of course, what impressed Kipp were the small smoke machines that were attached to either end of iceberg that really gave it the illusion of ice at sea. It’s the little details, y’know…

On the other hand, Kipp’s wondering how much energy and resources are being used to maintain and monitor a boat floating around with a huge metal-Styrofoam structure on top of it? The team is taking a stab at applying for a Guinness World Record for the large floating thing, and Kipp supposes it’s all worth it given that stamp behind it.

And when you think iceberg, do you think refreshing Coca-Cola taste? Leonardo DiCaprio movie? Sinking ship? Or do you think ‘holy icebergs! Did they get it wrong and its Global Freezing and not Global Warming?!’

Well, what do you think? Have you spotted the Styrofoam iceberg floating around JBR or Dubai Marina? If so, what did you think of the first time you saw it?



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3 Comments

  1. Richard on June 26, 2011 4:52 pm

    thought the iceberg looked amazing. I like to see people take risks and push boundaries whatever the field. I found it artistic and ironic, anything that brings a gasp or a smile to people’s faces is all good in my book. Well done coca cola!

     
  2. Andrew on June 27, 2011 2:10 pm

    ” It was constructed using Styrofoam and 650 tonnes of steel covered in white paint.”

    Well one things for sure, it’s not an iceberg. And the less said about their new advertising campaign the better.

     
  3. JoJo on June 28, 2011 6:58 pm

    650 tonnes of steel? Are you telling me this styro iceberg weights more than an airbus 380?!?!? Lets get our facts right please!!!

     

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