Coca-Cola Reveals Its New Global Brand Identity As Creator Of ‘Real Magic’
Image via Coca-Cola
For the first time in five years, Coca-Cola is kicking off a new global brand platform: ‘Real Magic’. This, it says, is to invite “everyone to celebrate the real magic of humanity.”
Inspiration has come from the trials and tribulations of the last 18 months, the brand explains, and it hopes to evoke the message that “we can find magic all around us when we come together in unexpected moments that elevate the everyday into the extraordinary.”
It also explores human connection in a context where much of the world has been isolated with only virtual connection to suffice.
Real Magic transcends a tagline or singular campaign; it’s set to be a significant part of the brand’s identity. This is reflected in the unveiling of a new ‘Hug’ logo and other elements of a “refreshed visual identity” that fans can expect to see across Coca-Cola products very soon.
Image via Coca-Cola
“‘Real Magic’ is about creating a movement to choose a more human way of doing things by embracing our unique perspectives,” states Manolo Arroyo, Chief Marketing Officer. “We see it as a philosophy that transcends advertising and embodies all that is special about the brand.”
As the first advertisement under Real Magic, One Coke Away From Each Other runs on the celebration of a “common humanity.” The film, launched on Monday, depicts a drink of Coca-Cola as a symbol of unity even through a war (of e-sports).
Plus, the campaign allows fans in select markets to find hidden codes on a Coca-Cola micro-site, standing a chance to win Twitch Bits, a virtual “currency” used to show appreciation to streamers, in a collaboration with the site. Of course, this will mean that streamers will also be getting involved, creating even more of an interactive experience.
Image via Coca-Cola
Arroyo also explains that the company aims to engage an audience in a totally different way to what it’s done before. This “ecosystem of unique and ownable experiences” intends to have adapted with the times.
After all, a lot has changed in five years. It would be a shame not to take advantage of that.
When a game is more than just a game, that’s #RealMagic. See the full story: https://t.co/4kBcwrEZww pic.twitter.com/kWPBIhrGMt
— Coca-Cola (@CocaCola) September 29, 2021
[via The Drum, image via Coca-Cola]
Also check out these recent news
