Coca-Cola has launched a new global brand concept and platform called Real Magic, which invites everyone to enjoy humanity’s true magic.
The platform gives the brand’s signature promise – to connect and inspire people every day – additional significance in today’s society. The platform is founded on lessons learned over the previous 18 months: that there is beauty all around us when we join together in unexpected moments that transcend the ordinary into the exceptional. It also recognises the numerous inconsistencies that younger generations face as they seek peace and personal connection in a virtual and fragmented society.
“Coca-Cola is a brand defined by dichotomies: humble but iconic, authentic yet secret, real yet magical,” said Manolo Arroyo, Chief Marketing Officer for The Coca-Cola Company. “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.”
Coca-Cola launched the new platform with a campaign called “One Coke Away From Each Other,” which taps into the gaming industry. In the film, participants compete in an esports competition. When one of the players pops a Coke, the game’s protagonists stop fighting and unite.
The commercial was directed by Daniel Wolfe and produced by BETC London and Mathematic, a gaming and CGI specialty production business. DJ Alan Walker, Team Liquid’s Aerial Powers, and Average Jonas all make appearances in the film.
Real Magic is Coca-first Cola’s new global brand platform since 2016. It is being introduced alongside a revised visual identity for Coca-Cola, as well as a new viewpoint on the Coca-Cola logo that will appear in Coca-Cola marketing. The “Hug” logo, inspired by its depiction on Coca-iconic Cola’s packaging, elevates the curving Coca-Cola trademark on bottle and can labels to offer a visual signature that will embrace and frame moments of magic throughout Coca-communications. Cola’s
Through the embrace of the Hug logo, Coca-Cola is partnering with artists, photographers, and illustrators to bring the notion of Real Magic to life. They will bring moments of daily wonder to life in ways that are inclusive and collaborative, as well as distinctive and expressive, via their own personal and unfiltered eyes. Wieden+Kennedy London, KnownUnknown, and Kenyon Weston are among the design partners.
The campaign also includes social, internet, and out-of-home executions. Coca-Cola is launching a code search beginning Oct. 11 in select countries, where customers may win rewards such as gameplay sessions with celebrity gamers. The film has 25 hidden codes. Twitch game developers will unlock extra 10 codes with their audience during livestreams on their Twitch channels thanks to a cooperation with the Brand Partnership Studio at Twitch, the interactive live streaming service. Coca-Cola will give rewards to consumers who locate and enter the secret codes on a Coca-Cola micro-site in participating countries as part of the promotion. As part of the Coca-Cola competition, winners will have the opportunity to collect a piece of one of the largest ever prize pools of Bits, a virtual product used to express support for Twitch streamers.
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