The Coca-Cola Company unveils fresh brand platform for Coca-Cola trademark

Coca Cola cans in ice.
The Coca-Cola Company unveils fresh brand platform for Coca-Cola trademark

Duncan is an award-winning editor with greater than 20 years expertise in journalism. Having launched his tech journalism profession as editor of Arabian Laptop Information in Dubai, he has since edited an array of tech and digital advertising and marketing publications, together with Laptop Enterprise Evaluate, TechWeekEurope, Figaro Digital, Digit and Advertising and marketing Gazette.

Coca-Cola has unveiled a brand new world model philosophy and platform referred to as Actual Magic, which invitations everybody to rejoice the actual magic of humanity.

The platform refreshes the model’s trademark promise – to unite and uplift folks on daily basis – with renewed relevance for the world we reside in right this moment. The platform is constructed from classes of the final 18 months: that we will discover magic throughout us after we come collectively in surprising moments that elevate the on a regular basis into the extraordinary. It additionally acknowledges the various contradictions skilled as new generations discover concord and human connection in a digital and divided world.

Manolo Arroyo, CMO for The Coca-Cola Firm, stated: “Coca-Cola is a model outlined by dichotomies: humble however iconic, genuine but secret, actual but magical. 

“The Actual Magic philosophy is rooted within the perception that dichotomies could make the world a extra attention-grabbing place – a world of extraordinary folks, surprising alternatives and great moments. On the similar time, it captures the essence of Coca-Cola itself: an actual style that’s indescribable, distinctive, a contact of actual magic.”

 Actual Magic marks the primary new world model platform for Coca-Cola since 2016 and is being launched alongside a refreshed visible identification for Coca-Cola, in addition to a brand new perspective on the Coca-Cola emblem that can function throughout Coca-Cola advertising and marketing. Impressed by its illustration on Coca-Cola’s iconic packaging, the “Hug” emblem lifts the curved Coca-Cola trademark on bottle and might labels to supply a visible signature that can embrace and body moments of magic throughout Coca-Cola’s communications.

Coca-Cola is collaborating with artists, photographers and illustrators to carry the idea of Actual Magic to life via the embrace of the Hug emblem. By means of their very own distinct and unfiltered lenses, they are going to carry moments of on a regular basis magic to life in methods which can be inclusive and collective, but additionally particular person and expressive.  Design companions embrace Wieden+Kennedy London, KnownUnknown and Kenyon Weston.

“Actual Magic just isn’t merely a tagline or a one-off marketing campaign: It’s a long-term model philosophy and perception that can drive and information advertising and marketing and communications throughout the Coca-Cola Trademark,” Arroyo stated.

Actual Magic launches with a brand new marketing campaign referred to as ‘One Coke Away From Every Different’. Mixing actual and digital worlds, “One Coke Away From Every Different” is a metaphor that speaks to the idea that what unites us is larger than what units us aside and celebrates our frequent humanity. The movie, which launched digitally on September twenty seventh, asks what if Coca-Cola, as an emblem of togetherness, might bridge universes meant to be aside to create Actual Magic. The movie additionally options three well-known players – DJ Alan Walker, Crew Liquid’s Aerial Powers and Common Jonas.

Coca-Cola partnered with promoting company BETC London to create the “One Coke Away From Every Different” marketing campaign, in addition to main movie director Daniel Wolfe and gaming and CGI specialist manufacturing associate Mathematic.

The marketing campaign additionally options social and digital executions, in addition to out of house. In choose markets, Coca-Cola is working a code hunt starting October 11 the place folks can win prizes, together with gameplay periods with movie star players. There are 25 codes hidden inside the movie. By means of collaboration with the Model Partnership Studio at Twitch, the interactive livestreaming service, gaming creators on Twitch will unlock one other 10 codes with their viewers, throughout livestreams on their Twitch channels. 

As part of the marketing campaign, Coca-Cola will award prizes to shoppers who discover and enter the hidden codes on a Coca-Cola micro-site, in taking part nations.  Winners have the prospect to obtain their share of one of many largest ever prize swimming pools of Bits, a digital good used to point out assist for Twitch streamers, as part of the sweepstakes administered by Coca-Cola. 

“By means of the Actual Magic platform, we in the end need to have interaction folks very in a different way via an ecosystem of distinctive and ownable experiences,” Arroyo stated. “’One Coke Away From Every Different’ has been constructed for, and with, a neighborhood that calls for one thing totally different than what they could have come to anticipate from Coca-Cola. In creating this marketing campaign, we’ve partnered with the perfect creators, with players, with Twitch and with others to seek out our place in a actuality in contrast to any we’ve recognized earlier than. That’s tremendously thrilling.”

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