Coca-Cola today unveiled a new global brand philosophy and platform called Real Magic, which invites everyone to celebrate the real magic of humanity, the company said in a statement.
The platform refreshes the brand’s trademark promise – to unite and uplift people every day – with renewed “relevance for the world we live in today”. According to the statement, 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 into the extraordinary”. The platform also acknowledges the many contradictions;experienced as new generations find harmony and human connection in a virtual and divided world.
Manolo Arroyo, Chief Marketing Officer for The Coca-Cola Company;highlighted the essence of the Real Magic philosophy stressing on its “dichotomies” definition.
“Coca-Cola is a brand defined by dichotomies: humble;but iconic, authentic yet secret, real yet magical. 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”.Manolo Arroyo
First brand platform since 2016
Real Magic, according to Coca-Cola, marks the first new global brand platform for Coca-Cola since 2016. According to the statement, Coca-Cola is launching the platform alongside a;refreshed visual identity for the company, as well as a new perspective on the Coca-Cola logo that will feature across Coca-Cola marketing.
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. The design partners, according to Coca-Cola, 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
‘One Coke Away From Each Other’
Coca-Cola further revealed that the 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 statement said.
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. 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.
Code Hunt Game
The campaign also features social and digital executions, as well as out of home, Coca-Cola said. In select markets, Coca-Cola is running a code hunt beginning October 11 where people can;win prizes, including gameplay sessions with celebrity gamers. Coca-Cola stated that there are 25 codes hidden within the film.
Through collaboration with the Brand Partnership Studio at Twitch, the interactive livestreaming service, 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.
“Through the Real Magic platform, we ultimately want to engage people very;differently through an ecosystem of unique and ownable experiences. ‘One Coke Away From Each Other’ has been built for, and with, a community that;demands something different than what they may have come to expect from Coca-Cola. In developing this campaign, we’ve partnered with the best creators, with gamers, with Twitch and with others to find; our place in a reality unlike any we’ve known before. That’s tremendously exciting”.Arroyo
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