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By John Glenday, Reporter

August 31, 2016 | 1 min read

Coca-Cola has enlisted a magician to promote its new packaging with a sleight of hand as part of a marketing shift which will see the brand taglined as ‘Taste the Magic’.

Conceived by agency David, the advert sees Vegas performer Justin Flom play the part of a waiter serving a customer who has just ordered a Coke Zero, only to be presented with a regular Coke. Rectifying the situation the magician transforms the bottle into the desired variant before her very eyes.

Flush with this success, Flom goes onto materialise a bottle in a customer's handbag, crumpling a bottle within a brown paper bag and spraying bottle caps like confetti from the palm of his hand.

The TV campaign will air across five continents as part of the drinks giants’ ‘one brand’ strategy.

Coca-Cola Technology

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