The Coca-Cola Company unveils new global brand platform
By Ibidunni Banjoko
The Coca-Cola Company has unveiled a new global marketing platform for the Coca-Cola Trademark, called ‘Real Magic’, as well as the first campaign under the new platform.
The First Global Campaign under the Real Magic Platform is tagged, “One Coke Away From Each Other”.
According to the company, the platform refreshes the brand’s trademark promise to unite and uplift people every day with renewed relevance for the contemporary world. “The platform is built from lessons of the last 18 months, suggesting that we can find magic all around us when we come together in unexpected moments that elevate the everyday into the extraordinary. It also acknowledges the many contradictions experienced as new generations find harmony and human connection in a virtual and divided world.”
Commenting on the new platform, Manolo Arroyo, Chief Marketing Officer for The Coca-Cola Company said: “The Real Magic philosophy is rooted in the belief that dichotomies can make the world a more interesting place, a world of extraordinary people, unexpected opportunities and wonderful moments. At the same time, it captures the essence of Coca-Cola itself: a real taste that is indescribable, unique, a touch of real magic.”
Real Magic marks the first new global brand platform for Coca-Cola since 2016 and is being launched alongside a refreshed visual identity, as well as a new perspective on the Coca-Cola logo that will feature across Coca-Cola marketing. Inspired by its representation on Coca-Cola’s iconic packaging, the “Hug” logo lifts the curved Coca-Cola trademark on bottle and can labels to provide a visual signature that will embrace and frame moments of magic across Coca-Cola’s communications.
“Real Magic is not simply a tagline or a one-off campaign: It is a long-term brand philosophy and belief that will drive and guide marketing and communications across the Coca-Cola Trademark,” Arroyo said.
Real Magic launches with a new campaign called “One Coke Away From Each Other.” Blending real and virtual worlds, “One Coke Away From Each Other” is a metaphor that speaks to the belief that what unites us is greater than what sets us apart and celebrates our common humanity. The film, which launched digitally on Sept. 27, asks what if Coca-Cola, as a symbol of togetherness, could bridge universes meant to be apart to create Real Magic. The film also features three well-known gamers – DJ Alan Walker, Team Liquid’s Aerial Powers and Average Jonas.
Coca-Cola partnered with advertising agency BETC London to create the “One Coke Away From Each Other” campaign, as well as leading film director Daniel Wolfe and gaming and CGI specialist production partner Mathematic.
Speaking on the initiative that people will be experiencing, Stephane Xiberras, president/CCO of BETC Paris said: “It’s a great real magic to the new generation, the story is the experience displays in the gaming areas more precisely in the University competitive game. “Real Magic is a real magic that can’t stop imagining.”
Twitch streamers are part of the sweepstakes administered by Coca-Cola.
The Coca-Cola Company is a total beverage company with products sold in more than 200 countries and territories. The company’s purpose is to refresh the world and make a difference. The beverage giant sells multiple billion-dollar brands across several beverage categories worldwide. Its portfolio of sparkling soft drink brands includes Coca-Cola, Sprite and Fanta. The Coca-Cola Company’s hydration, sports, coffee and tea brands include Dasani, smartwater, vitaminwater, Topo Chico, Powerade, Costa, Georgia, Gold Peak, Honest and Ayataka. Its nutrition, juice, dairy and plant-based beverage brands include Minute Maid, Simply, innocent, Del Valle, fairlife and AdeS. Coca-Cola is constantly transforming its portfolio from reducing sugar in its drinks to bringing innovative new products to market.
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