Coca-Cola unveils new global branch platform called Real Magic

Sunday, Oct 10, 2021 18:18

Coca-Cola has unveiled a new global brand philosophy and platform called REAL MAGIC, which it says invites everyone to celebrate the real magic of humanity.

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, the first major change in five years. 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.

The platform refreshes the brand’s trademark promise – to unite and uplift people every day – with renewed relevance for the world. 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,” he said.  VNS

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