Coca-Cola Launches Global Brand Campaign Called 'Real Magic'
Niko Pajkovic — October 12, 2021 — Marketing
Coca-Cola has unveiled 'Real Magic,' the beverage company's new global brand philosophy and platform that intends to celebrate the magic of everyday humanity. The new brand identity aligns with the company's massive restructuring, which took place during the pandemic. It looks to offer an optimistic perspective "built from the lessons of the last 18 months."
The first global brand campaign to be launched by Coca-Cola in over five years, 'Real Magic' presents a refreshed visual identity and a new take on the classic Coca-Cola logo. That being said, 'Real Magic' is not just a tagline or short-term campaign. It is "a long-term brand philosophy and belief that will drive and guide marketing and communications across the Coca-Cola Trademark," said Manolo Arroyo, Chief Marketing Officer for The Coca-Cola Company.
In fact, to kick off 'Real Magic,' Coco-Cola launched a standalone campaign called 'One Coke Away From Each Other,' which features a unique digital film.
Image Credit: Coca-Cola Company
The first global brand campaign to be launched by Coca-Cola in over five years, 'Real Magic' presents a refreshed visual identity and a new take on the classic Coca-Cola logo. That being said, 'Real Magic' is not just a tagline or short-term campaign. It is "a long-term brand philosophy and belief that will drive and guide marketing and communications across the Coca-Cola Trademark," said Manolo Arroyo, Chief Marketing Officer for The Coca-Cola Company.
In fact, to kick off 'Real Magic,' Coco-Cola launched a standalone campaign called 'One Coke Away From Each Other,' which features a unique digital film.
Image Credit: Coca-Cola Company
Trend Themes
1. Real Magic - Coca-Cola's new global brand philosophy and platform that celebrates the magic of everyday humanity presents an opportunity for other brands to create their own long-term brand philosophy that aligns with their customers' values and perspectives.
2. Refreshed Visual Identity - Coca-Cola's update to their visual identity presents an opportunity for other established brands to evaluate and modernize their visual identities to reflect a changing consumer environment.
3. Campaign as a Long-term Brand Philosophy - Coca-Cola's approach to launching 'Real Magic' as a long-term brand philosophy presents an opportunity for other brands to launch campaigns that have the potential to become long-term brand philosophies, creating a cohesive and consistent brand message.
Industry Implications
1. Beverage Industry - Coca-Cola's 'Real Magic' campaign presents an opportunity for other beverage companies to create brand philosophies that tap into consumers' desire for positivity and optimism.
2. Marketing Industry - Coca-Cola's approach to launching 'Real Magic' as a long-term brand philosophy presents an opportunity for marketing agencies and professionals to help other brands create cohesive long-term campaigns that align with their values and resonate with their target audience.
3. Design Industry - Coca-Cola's update to their visual identity presents an opportunity for designers and design agencies to help established brands evaluate and modernize their visual identities to keep up with changing consumer tastes and preferences.
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