{"id":19442,"date":"2021-09-29T05:31:00","date_gmt":"2021-09-29T03:31:00","guid":{"rendered":"https:\/\/eastwind.es\/marketing\/?p=19442"},"modified":"2021-10-13T22:00:58","modified_gmt":"2021-10-13T20:00:58","slug":"coca-cola-launches-real-magic-first-global-brand-platform-since-2016-with-one-coke-from-each-other-campaign","status":"publish","type":"post","link":"https:\/\/eastwind.es\/marketing\/en\/coca-cola-launches-real-magic-first-global-brand-platform-since-2016-with-one-coke-from-each-other-campaign\/","title":{"rendered":"Coca-Cola launches Real Magic first global brand platform since 2016 with \u00abOne Coke From Each Other\u00bb campaign"},"content":{"rendered":"\n

The Coca-Cola Company unveiled today a new global brand philosophy and platform called Real Magic for its Coca-Cola brand, which invites everyone to celebrate the real magic of humanity.

\u201cReal 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,\u201d Manuel Arroyo (Chief Marketing Officer, The Coca-Cola company) underscores.

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.<\/p>\n\n\n\n

\"Real<\/a>
OOH creative piece of the \u00abOne Coke from Each Other\u00bb campaign featuring the new \u00abHug\u00bb logo.\u00a9 The Coca-Cola Company.<\/span><\/figcaption><\/figure>\n\n\n\n

The new \u201cHug\u201d logo lifts (curves round) the Coca-Cola trademark on bottle and can labels to provide a visual signature that will embrace and frame moments of magic across Coca-Cola\u2019s communications.

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.<\/p>\n\n\n\n

Increasing the Coca-Cola consumer base through diversity in visuals and touch points<\/span><\/strong><\/h4>\n\n\n\n

<\/p>\n\n\n\n

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.

\u201cCoca-Cola is a brand defined by dichotomies: humble but iconic, authentic yet secret, real yet magical,\u201d says Manolo Arroyo, Chief Marketing Officer for The Coca-Cola Company.<\/p>\n\n\n\n

\"Real<\/a>
Diverse creative executions for the launch of the \u00abReal Magic\u00bb platform featuring the \u00abHug\u00bb logo. Collage \u00a9 The Coca-Cola Company<\/span><\/figcaption><\/figure>\n\n\n\n

\u201cThe 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,\u201d he adds.
\u201cThis is the most diverse visual representation of the Coca-Cola brand in our history,\u201d said Rapha Abreu, Global Vice President of Design, The Coca-Cola Company. \u201cIt is diverse not only in the creatives who helped bring \u2018Real Magic\u2019 to life and the people featured in the work, but also in the different photography and illustration styles, colors and treatments used.\u201d

The goal of \u201cReal Magic\u201d, Arroyo said, is to significantly increase the Coca-Cola consumer base through an ecosystem of experiences anchored in consumption occasions, such as meals and breaks, and merged with consumer passion points like music and gaming.<\/p>\n\n\n\n

Just \u00abOne Coke from Each Other\u00bb, so small the difference is between us in the epic e-game tale<\/span><\/strong><\/h4>\n\n\n\n

<\/p>\n\n\n\n

Coca-Cola has partnered with advertising agency BETC London, as well as with leading film director Daniel Wolfe and gaming and CGI specialist production partner Mathematic, to create the \u201cOne Coke Away From Each Other\u201d campaign.

The newest Coca-Cola story features an epic tale at the crossroads of worlds where a fearless warrior and a young gamer will pave the way to a new dawn, change the course of history\u2026 and unveil the true meaning of Real Magic.<\/p>\n\n\n\n

\"One<\/a>
Frame from the \u00abOne Coke from Each Other\u00bb campaign main audiovisual piece featuring the e-game epic tale.\u00a9 The Coca-Cola Company\/Betc<\/span><\/figcaption><\/figure>\n\n\n\n

The campaign blends real and virtual worlds, it is a metaphor that speaks to the belief that what unites us is greater than what sets us apart and celebrates our common humanity.<\/p>\n\n\n\n

\"One<\/a>
Frame from the \u00abOne Coke from Each Other\u00bb campaign main audiovisual piece featuring the e-game epic tale.\u00a9 The Coca-Cola Company\/Betc<\/span><\/figcaption><\/figure>\n\n\n\n

The film, which launched digitally on Sept. 27th, 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\u2019s Aerial Powers and Average Jonas.
The campaign features social and digital executions, as well as out-of-home creative pieces.<\/p>\n\n\n\n

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.

\u201cThrough the Real Magic platform, we ultimately want to engage people very differently through an ecosystem of unique and ownable experiences,\u201d Manuel Arroyo (Chief Marketing Officer for The Coca-Cola Company) explains,\u00bbOne Coke Away From Each Other\u2019 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\u2019ve partnered with the best creators, with gamers, with Twitch and with others to find our place in a reality unlike any we\u2019ve known before. That\u2019s tremendously exciting.\u201d<\/p>\n\n\n\n

More than a platform and a campaign, a real movement<\/span><\/strong><\/h4>\n\n\n\n

<\/p>\n\n\n\n

\u201cWe\u2019re at an inflection point,\u201d said Manolo Arroyo, Chief Marketing Officer, The Coca-Cola Company. \u201cThe last 18 months have disrupted every aspect of life and presented us with a once-in-a-generation choice to go back to a binary, black-and-white way of seeing the world or help make the world a better place. \u2018Real Magic\u2019 is about creating a movement to choose a more human way of doing things by embracing our unique perspectives.\u201d<\/p>\n\n\n\n

Image over the headline.-<\/strong> Frame from the \u00abOne Coke from Each Other\u00bb campaign main audiovisual piece featuring the e-game epic tale.\u00a9 The Coca-Cola Company\/Betc<\/span><\/h4>\n\n\n\n

<\/p>\n\n\n\n

Related external links<\/span>:<\/span><\/strong><\/h4>\n\n\n\n

<\/p>\n\n\n\n

One Coke Away From Each Other campaign (video)<\/span><\/a>
<\/p>\n","protected":false},"excerpt":{"rendered":"

\u00abReal Magoic\u00bb is a long-term brand philosophy and belief that will drive marketing and communications across the Coca-Cola Trademark,\u201d Arroyo (CMO) says<\/p>\n","protected":false},"author":24,"featured_media":19451,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"categories":[4],"tags":[11175,11986,11987,11984,11985,9740],"yst_prominent_words":[],"_links":{"self":[{"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/posts\/19442"}],"collection":[{"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/comments?post=19442"}],"version-history":[{"count":0,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/posts\/19442\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/media\/19451"}],"wp:attachment":[{"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/media?parent=19442"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/categories?post=19442"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/tags?post=19442"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/yst_prominent_words?post=19442"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}