Coca-Cola has introduced Real Magic, its first new global platform since 2016, when it launched Taste the Feeling.
Real Magic invites everyone to celebrate the real magic of humanity. It is being launched alongside the Hug, a new perspective on the Coca-Cola logo.
The Hug logo will lift the curved Coca-Cola trademark on bottle and can labels. It provides a universal visual signature that will embrace and frame moments of magic across Coca-Cola’s communications.
The platform refreshes the brand’s trademark promise – to unite and uplift people every day – with renewed relevance for the world we live in.
Coca-Cola South Pacific marketing director Kate Miller says the Real Magic philosophy reflects the belief that “differences can make the world a more interesting place”.
“Over the past 18 months, Australians, as well as people across the globe, have proven their resilience and found unexpected opportunities to create wonderful moments together in an otherwise challenging time,” says Miller.
“Real Magic is inspired by that contrast while at the same time, capturing the essence of Coca-Cola itself: a taste that is iconic and unique.”
Real Magic launched with a new campaign called ‘One Coke Away From Each Other’, via advertising agency BETC London.
Coca Cola partnered with BETC London, film director Daniel Wolfe and gaming and CGI specialist production partner Mathematic for the campaign.
One Coke Away From Each Other will be supported with a Twitch promotion and social influencers in Australia. Blending real and virtual worlds, the One Coke Away From Each Other film features imagery that celebrates our connections and common humanity.
The campaign runs until November.
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