Coca-Cola Company Unveils New Global Brand Philosophy and New Platform Called Real Magic
Coca Colapresents Real Magic, its first new global platform since 2016 and reveals the “Hug”, a new perspective on the iconic Coca-Cola logo.
- It is also launching a new campaign.
Coca-Cola today unveiled a new philosophy and global brand platform called Real Magic, which invites everyone to celebrate the true magic of humanity.
The platform refreshes the brand’s brand promise – to unite and uplift people every day – with renewed relevance to the world we live in today. The platform is built on the lessons of the past 18 months: that we can find magic all around us when we come together in unexpected moments that elevate everyday life to the extraordinary. It also recognizes the many contradictions experienced as new generations find harmony and human connection in a virtual and divided world.
“Coca-Cola is a brand defined by dichotomies: humble but iconic, authentic but secret, real but magical,” said Manolo Arroyo, Marketing Director of The Coca-Cola Company. “The philosophy of Real Magic is rooted in the belief that dichotomies can make the world more interesting – a world of extraordinary people, unexpected opportunities and wonderful times. At the same time, it captures the very essence of Coca-Cola: a real indescribable, unique taste, a touch of real magic.
Real Magic marks the first new global brand platform for Coca-Cola since 2016 and is launched alongside a refreshed visual identity for Coca-Cola, as well as a new perspective on the Coca-Cola logo that will appear throughout the Coca-Cola marketing. Inspired by its depiction on the iconic Coca-Cola packaging, the “Hug” logo lifts the curved Coca-Cola branding on bottle and can labels to provide a visual signature that will encompass and frame moments of magic within. communications from Coca-Cola.
Coca-Cola collaborates with artists, photographers and illustrators to bring the concept of Real Magic to life through the embrace of the Hug logo. Through their own distinct and unfiltered lenses, they will bring moments of daily magic to life in an inclusive and collective way, but also individual and expressive. Design partners include Wieden + Kennedy London, KnownUnknown and Kenyon Weston.
“Real Magic is not just a slogan or a one-off campaign – it is a long-term brand philosophy and belief that will guide and guide marketing and communications across the Coca-Cola brand.” , said Arroyo.
Real Magic is launching a new campaign called “A Coke Far From Each Other”. Blending real and virtual worlds, “One Coke Away From Each Other” is a metaphor that testifies to the conviction that what unites us is greater than what sets us apart and celebrates our common humanity. The film, which premiered digitally on September 27, questions whether Coca-Cola, as a symbol of unity, could link universes that were supposed to be separate to create Real Magic. The film also features three well-known players – DJ Alan Walker, Team Liquid’s Aerial Powers, and Average Jonas.
Coca-Cola has partnered with advertising agency BETC London to create the ‘A Coke Away From Each Other’ campaign, along with leading director Daniel Wolfe and production partner specializing in games and CGI , Mathematic.
The campaign also includes social and digital executions, as well as out of home. In select markets, Coca-Cola is running a Code Hunt starting October 11 where people can win prizes, including gaming sessions with famous players. There are 25 codes hidden in the movie. Through collaboration with Twitch’s Brand Partnership Studio, the interactive live streaming service, game makers on Twitch will unlock 10 more codes with their viewers, during live broadcasts on their Twitch channels. As part of the campaign, Coca-Cola will award prizes to consumers who find and enter hidden codes on a Coca-Cola micro-site in participating countries. Winners have the chance to receive their share of one of the biggest Bits jackpots ever, a virtual good used to show support for Twitch streamers, as part of the raffle administered by Coca-Cola.
“Through the Real Magic platform, we ultimately want to engage people in very different ways through an ecosystem of unique and clean experiences,” said Arroyo. “A Coke Far From Others” was designed for and with a community that demands something different from what they might expect from Coca-Cola. To grow this campaign, we’ve partnered with top creators, gamers, Twitch and more to find our place in an unprecedented reality. It is extremely exciting.