The Coca-Cola company has unveiled a new global brand platform dubbed Real Magic. The new platform invites everyone to celebrate the real magic of humanity.
The platform refreshes the brand’s trademark promise, to unite and uplift people every day with renewed relevance for the world we live in. The platform is built from lessons of the last 18 months, that we can find magic all around us when we come together in unexpected moments that elevate the everyday situation into the extraordinary.
To activate the campaign in Kenya, consumers will be taken through an exciting journey which will include a virtual reveal of the campaign, instore activations, fantastic offers for our customers. This will lead us into the festive season which will culminate in the celebration that will include a Christmas caravan in select locations across the country.
“We look forward to launching the Real Magic platform here in Kenya and across the other markets in the East and Central Africa franchise as we share and celebrate the Real Magic moments in our everyday lives. We will celebrate the diverse lives of Coca-Cola drinkers around the world like never before, with the aim of uniting and uplifting people,” said Isabelle Kariuki-Rostom, Frontline Marketing Director, Coca-Cola East and Central Africa Franchise.
Real Magic marks the first new global brand platform for Coca-Cola since 2016 and is being launched alongside a refreshed visual identity for Coca-Cola. 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.
Coca-Cola is collaborating 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 everyday magic to life in ways that are inclusive and collective, yet also individual and expressive. Design partners include Wieden+Kennedy London, KnownUnknown and Kenyon Weston.
“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 September 27th, asks what if Coca-Cola, as a symbol of togetherness, could bridge universes meant to be apart to create Real Magic.
Coca-Cola also partnered with advertising agency BETC Worldwide and film director Daniel Wolfe to create the One Coke Away From Each Other campaign.
The campaign also features social and digital executions. In select markets, Coca-Cola is running a code hunt beginning Oct. 11 where people can win prizes, including gameplay sessions with celebrity gamers. There are 25 codes hidden within the film. Gaming creators on Twitch will unlock another 10 codes with their viewers during livestreams on their Twitch channels.
As a part of the campaign, Coca-Cola will award prizes to consumers who find and enter the hidden codes on a Coca-Cola micro-site, in participating countries. Winners have the chance to receive their share of one of the largest ever prize pools of Bits, a virtual good used to show support for Twitch streamers, as a part of the sweepstakes administered by Coca-Cola.