Skip to main content

The Coca-Cola Company Unveils New Global Brand Platform for Coca-Cola Trademark

 


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 platform refreshes the brand’s trademark promise – to unite and uplift people every day – with renewed relevance for the world we live in today. 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. It also acknowledges the many contradictions experienced as new generations find harmony and human connection in a virtual and divided world.

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, Global Brand Platform, Trademark

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, 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. 

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.

Coca-Cola, Global Brand Platform, TrademarkReal 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. The film also features three well-known gamers – DJ Alan Walker, Team Liquid’s Aerial Powers and Average Jonas. 

Read also: Fidelity Bank launches ‘We Dey Everywhere’ campaign

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. 

The campaign also features social and digital executions, as well as out of home. 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. 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,” Arroyo said. “’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.”

Comments

Popular posts from this blog

Nestlé Ghana Limited Wins Overall Best Industrial Company Of The Year at 13th AGI Industry & Quality Awards

  Nestlé Ghana Limited has been honored with four prestigious awards at the 13th Association of Ghana Industry and Quality Awards ceremony. The event, held in an esteemed setting, gathered prominent figures from Ghana’s industrial sector. Amidst the anticipation, Nestlé Ghana emerged as one of the evening’s notable winners, securing accolades in several key categories. This recognition underscores Nestlé Ghana’s relentless pursuit of excellence and innovation, marking a significant milestone that highlights the company’s substantial contributions to the manufacturing industry in Ghana. Nestlé Ghana's exceptional performance was acknowledged with the following awards: Overall Best National Quality Award, Diamond Category (Food) Overall Best Practices in Sustainable Manufacturing Best Company (Food Sector) Overall Industrial Company of the Year, affirming its status as a leader not only within the food sector but also across Ghana's entire industrial landscape. This success is a ...

Anglogold Ashanti Obuasi Mine tops 2024 Sustainability & Social Investment Awards

 AngloGold Ashanti Obuasi Mine has confirmed its status as sustainability champions by sweeping nine awards, the most won by a company at the 2024 Sustainability & Social Investment Awards (SSI) held at Movenpick Ambassador Hotel in Accra. The feat comes on the heels of a dominant performance in last year's event where AngloGold Ashanti Obuasi Mine swept seven awards. The SSI Awards organised by Ianmatsun Global Services recognizes the most outstanding sustainability, Corporate Social Responsibility (CSR), Environmental, social, and governance (ESG) initiatives in the country and beyond as well as the best teams and individuals who brought them to life. This year's event, which was the 8th edition, was under the theme "Climate Action Now: Accelerating Decarbonization and Building Resilience". The awards won by AngloGold Ashanti on the night include SSI Company of the Year, Best Company in Women Empowerment (project), SSI Company of the Year ( Environment), Best Co...

Zoomlion Advocates Community & Gender inclusive waste management for Climate Action at COP 29

 Africa's waste management giant, Zoomlion Ghana Limited has advocated for an integrated approach to waste management that considers the interest of community members, women and vulnerable groups. James Deku, a Communications Officer of Zoomlion Ghana Limited made this call at the 29th session of the Conference Of Parties (COP 29) of the United Nations Framework Convention for Climate Change (UNFCCC) at Azerbaijan, Baku whiles speaking on the topic "Community-Driven and Gender Inclusive approaches to waste management for Climate Action ". He said the waste sector is a major contributor of methane emissions which is a potent greenhouse gas causing climate change hence the need to manage waste in a manner that considers the interest of all stakeholders. Zoomlion's waste management model is designed and operated in a manner that considers the interest of all stakeholders. Through a Public Private Partnership (PPP) model, local authorities engage community members in clea...