- Coca-Cola’s Global VP Islam ElDessouky speaks exclusively to Pubity
- He shares his go-to tips for young creators to ensure future success
- Meanwhile, Share a Coke returns, offering personalised cans
Coca-Cola Global VP Islam ElDessouky has shared his top tips for young creatives with Pubity CEO and co-founder Kit Chilvers in a new and exclusive interview.
Together, the pair sat down to discuss the brand’s enduring worldwide success alongside the long-awaited return of its iconic Share a Coke campaign offering personalised cans.
Read more: Coca-Cola goes spicy with new flavor
“One, be humble,” ElDessouky told Chilvers, offering his honest advice to tomorrow’s creators. “Sometimes, when you have ‘creative’ in your [job] title, you feel that you’re entitled over everybody else. Creativity belongs to everybody,” he says, “so be humble, be open and listen.”
His second bit of advice was two-fold: don’t rush into things and try to stay true to yourself.
“Sometimes you want to get quick results. People really [take] a long time to get to where they are,” explained ElDessouky, comparing the long road to success to the lengthy careers experienced by sports stars.
Read more: Gordon Ramsay tries viral ‘pickle Diet-Coke recipe
“Be authentic and be yourself,” he continued, “even if not everyone connects with you, those who [do] will appreciate it dearly – and the connection will be long-lasting.”
According to ElDessouky, those who bear these points in mind are destined to go far. “If you’re patient, humble, listening, trying to learn and working on your craft – I think you’re going to get there.”
“It’s a huge responsibility”
ElDessouky joined the Coca-Cola company in 2007 and became its Global VP in 2023.
Despite having such a storied career behind him, he openly admits that being the person responsible for a brand that has outlived generations is more than a little daunting.
“It’s absolutely frightening,” he says, candidly reflecting on his 18-year stint with the brand.
“The day I was offered the job I was really afraid because it’s a brand built on the shoulders of giants,” he adds. “It’s a brand that’s mentioned in all marketing books, that genuinely brings a lot of joy and memories for a lot of people…
“To be responsible for carrying the torch and keep the journey going… [it’s a] huge responsibility.
“It’s all based on connection” says Coca-Cola company veteran
Having been with Coca-cola for almost 20 years, ElDessouky knows the brand better than anyone. So when asked about the key to its long-running global success, he knew exactly which of its core qualities hit home with fans the most.
“We’re a brand that really stands for connection,” he tells Pubity. “We want people to come together to create authentic moments and really have a positive outcome out of [them].”
It’s this long-lasting element that led the brand to revisit its iconic Share a Coke campaign for the first time in 14 years. First launched in 2011, this innovative initiative gives fans the chance to crack open cans personalized with their own names.
Not only that but it also lets them give cans to friends and family featuring their names – sharing the love and creating special moments.
“We were like ‘Can we find something in our history that’s really created these connections and made memories?’” says ElDessouky on the brand’s route back to Share a Coke.
“The memories people had with [Share a Coke] were really quite meaningful because here’s one of the biggest icons on the face of the Earth, stripping its name from its cans and replacing it with [your] names.
“That created such a big impact on people.”
“It’s the perfect sneaker design”
As it turns out, ElDessouky’s initial worries at becoming Coca-cola’s Global VP were wholly unwarranted.
With the return of Share a Coke (and more exciting things in the piple line), he’s managed to continue keeping the brand at the top of the public consciousness, allowing more time for other things – like sneaker talk.
“Given I’m a basketball guy, anything that has a strong heritage with basketball will be a go-to for me…” ElDessouky tells Chilvers.
“Second? Air Force Ones. It works on anything, shorts, pants, suits… I think it’s the perfect sneaker design.”
