Coca-Cola today announced Real Magic, a new global brand concept and platform that invites everyone to appreciate humanity’s true magic.
In today’s environment, the platform delivers the brand’s unique promise – to unite and encourage people every day – a fresh lease on life. The platform is founded on the lessons learned over the last 18 months: that magic can be discovered everywhere when people come together in unexpected ways to elevate the ordinary to the extraordinary.
The Coca-Cola Company’s Chief Marketing Officer, Manolo Arroyo, remarked, “Coca-Cola is a brand defined by dichotomies: humble but iconic, authentic yet secret, real yet wonderful.”
“The Real Magic philosophy is built on the premise that differences may make the world more interesting – a world full of fascinating people, surprising opportunities, and magical moments.”
Real Magic is Coca-first Cola’s new global brand platform since 2016, and it’s being introduced alongside a revamped visual identity and a new viewpoint on the Coca-Cola logo that will be used across the company’s marketing.
The “Hug” logo lifts the curving Coca-Cola trademark on the bottle and can label it to produce a visual signature that will embrace and frame moments of magic throughout Coca-communications. Cola’s It was inspired by its portrayal on Coca-iconic Cola’s packaging.
Arroyo continued, “Real Magic is a long-term brand notion and conviction that will drive and steer marketing and communications across the Coca-Cola Trademark.”
The latest campaign for Real Magic is named “One Coke Away From Each Other.” “One Coke Away From Each Other,” a metaphor that blends physical and virtual worlds, appeals to the concept that what connects us is bigger than what divides us and celebrates our shared humanity.
The short, which was published digitally on September 27th, consider what would happen if Coca-Cola, as a symbol of oneness, could create Real Magic by linking realms that were meant to be separate. DJ Alan Walker, Team Liquid’s Aerial Powers, and Average Jonas are three well-known gamers that appear in the film.
Coca-Cola worked with advertising agency BETC London, as well as leading film director Daniel Wolfe and gaming and CGI expert production partner Mathematics, on the “One Coke Away From Each Other” campaign.
Out of home and social media, executions are also part of the campaign. Coca-Cola is sponsoring a code search in some regions starting Oct. Gaming producers on Twitch will be able to unlock extra 10 tickets with their followers during live streams on their Twitch channels thanks to a collaboration with the Brand Partnership Studio at Twitch, the interactive live streaming service.
“We ultimately want to connect people very differently through an ecosystem of unique and ownable experiences through the Real Magic platform,” Arroyo added.
We collaborated with the best producers, gamers, Twitch, and others to create this campaign and find our position in a world unlike any we’ve ever known. That’s quite thrilling.”
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