Kindness as a Superpower: Islam ElDessouky’s Game-Changing Marketing Lessons on Marketing / And
Season six of Marketing / And is in full swing, and one question AMA CEO and podcast host Bennie F. Johnson asks always lands with weight:
“What advice would you give to marketers?”
In a recent episode, Bennie posed that question to Islam ElDessouky—Global Vice President of Creative Strategy & Content at Coca-Cola, self-described “Kindness Ninja,” and lifelong sports fan whose love of the game shows up in everything he touches. Their conversation explored how kindness can change the world, what it means to be handed the keys to an iconic brand, and why marketers should always seek the unexpected in partnerships.
Even with a track record behind some of Coca-Cola’s most memorable campaigns, Islam leads with a simple truth in his bio: “I am a boy striving hard to make his momma proud.” He credits his late mother with two lessons that continue to anchor his personal and professional life:
- Lead with love in everything you do.
- Kindness is a superpower capable of changing the world.
Those values shaped his entire career journey—from starting out on a “small little island called Bahrain” leading Sprite, to expanding across Central Asia and Turkey with Sprite and Fanta, to eventually being entrusted with the Coca-Cola brand itself. When the pandemic reshaped the world in 2020, Islam leaned into discomfort, stretched for global roles under the company’s Emerging Stronger mandate, and embraced the fear that comes with playing at a new level.
Balancing the Tension of Leading a Brand You Love
For Islam, the fear is deeply emotional—rooted in the same devotion he brings to sports.
“I’m a basketball guy. My team is the Miami Heat, and I love them because of the grit and culture Pat Riley instilled,” he says. “If Pat came to me and said, ‘I’m giving you the keys to the Heat,’ I’d be scared. As an avid fan, I’d be afraid to make decisions that break those associations.”
To him, stewarding Coca-Cola carries the same weight.
The question becomes: Am I responsible enough to protect the brand’s legacy while evolving it for future generations?
That tension—love, responsibility, fear, and reverence—is one every marketer understands when working with a beloved brand. And like any good athlete, Islam believes the key is discipline.
Defining Timeless Values—and Using Them as a Filter
Islam’s framework for brand decision-making is clear: establish timeless values and use them as your playbook. Every campaign, partnership, or cultural moment must pass through that filter.
If it doesn’t align with authenticity, inclusion, or upliftment, it’s not a fit—even if it’s trending.
He points to Coca-Cola’s Cannes-winning “Thanks for Coke Creating” campaign, which celebrated mom-and-pop shops around the world who proudly display the brand. One store in rural Australia—population 200—hand-painted its own Coca-Cola signage.
“Historically, we might’ve called that infringement. But we shifted our perspective,” Islam explains. “Their creativity wasn’t misuse—it was pride. Love. A desire to belong.”
That reframing allowed the brand to honor people’s emotional connection to Coca-Cola, turning what once felt off-brand into an opportunity to deepen loyalty and positive sentiment.
On Mentorship—and Finding Coaches Everywhere
Islam reshapes how marketers think about mentorship. Formality isn’t required; openness is.
“Life can throw people at you to become mentors,” he says. “You don’t need the one-on-one session.”
You can be mentored by a podcast, a colleague you’ve never met, or—in Islam’s case—a basketball player he doesn’t even root for.
“I don’t like the Milwaukee Bucks, but I love Giannis,” he laughs. He points to Giannis Antetokounmpo’s discipline, humility, and outlook on success. “I’m an obsessive fan.”
His message is simple: great players and great leaders leave clues. Stay curious enough to notice them.
Growing Creatively—One Shot at a Time
Islam closes with a mindset rooted in continuous improvement: treat every day as a chance to get a little better. Not perfect—better.
A creative career isn’t about landing every shot; it’s about taking the next one with intention, humility, and hunger.
Listen to the full episode to hear more from Islam ElDessouky and the wisdom he brings to the creative field and to one of the world’s most iconic brands.
**************************
Tune In to Marketing / And
Marketing / And explores life through a marketing lens, diving into the moments where creativity, purpose, and culture intersect. Each episode introduces you to visionaries whose stories you might not know yet—but absolutely should. Because at its best, marketing isn’t just about selling something. It’s about shaping stories, shifting perspectives, and inspiring what comes next.