The Coca-Cola Company Unveils New Global Brand Platform for Coca-Cola Trademark
September 29 2021 - 11:00AM
Business Wire
Brand Introduces Real Magic, Its First New
Global Platform Since 2016, and Reveals the “Hug,” a New
Perspective on the Iconic Coca-Cola Logo
Brand Launches “One Coke Away From Each Other,”
the First Global Campaign Under the Real Magic Platform
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.”
Real Magic marks the first new global brand platform for
Coca-Cola since 2016 and is being launched alongside a refreshed
visual identity, 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.
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 Sept. 27,
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.
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.”
About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is a total beverage company
with products sold in more than 200 countries and territories. Our
company’s purpose is to refresh the world and make a difference. We
sell multiple billion-dollar brands across several beverage
categories worldwide. Our portfolio of sparkling soft drink brands
includes Coca-Cola, Sprite and Fanta. Our hydration, sports, coffee
and tea brands include Dasani, smartwater, vitaminwater, Topo
Chico, Powerade, Costa, Georgia, Gold Peak, Honest and Ayataka. Our
nutrition, juice, dairy and plant-based beverage brands include
Minute Maid, Simply, innocent, Del Valle, fairlife and AdeS. We’re
constantly transforming our portfolio, from reducing sugar in our
drinks to bringing innovative new products to market. We seek to
positively impact people’s lives, communities and the planet
through water replenishment, packaging recycling, sustainable
sourcing practices and carbon emissions reductions across our value
chain. Together with our bottling partners, we employ more than
700,000 people, helping bring economic opportunity to local
communities worldwide. Learn more at www.coca-colacompany.com and
follow us on Twitter, Instagram, Facebook and LinkedIn.
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version on businesswire.com: https://www.businesswire.com/news/home/20210929005116/en/
Alison Glenn, press@coca-cola.com
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