Coca-Cola Opens Happiness With A Hug, Marketing & Advertising News, AND BrandEquity

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Coca-Cola has unveiled a new global brand philosophy and a new platform called Real Magic, which invites everyone to celebrate the true magic of humanity.

Coca-Cola has partnered with advertising agency BETC London to create the ‘A Coke Away From Each Other’ campaign, along with director Daniel Wolfe and CGI and games production partner Mathematic.

The platform updates the brand’s brand promise to unite and uplift people every day with renewed relevance to the world we live in today. The platform is built on the lessons of the past 18 months: that we can find magic all around us when we come together in unexpected moments that elevate everyday life to the extraordinary. It also recognizes the many contradictions experienced as new generations find harmony and human connection in a virtual and divided world, the company said in a press release.

Manolo Arroyo, Marketing Director of The Coca-Cola Company, said: “Coca-Cola is a brand defined by dichotomies: humble but iconic, authentic but secret, real but magical. The philosophy of Real Magic is rooted in the belief that dichotomies can make the world more interesting – a world of extraordinary people, unexpected opportunities and wonderful times. At the same time, it captures the very essence of Coca-Cola: a real indescribable, unique taste, a touch of real magic.

“With the Real Magic platform, we ultimately want to engage people in very different ways through a unique and customizable experience ecosystem. One Coke Away From Each Other ‘was designed for and with a community that demands something different from what it expects from Coca-Cola. To grow this campaign, we’ve partnered with top creators, gamers, Twitch and more to find our place in an unprecedented reality. It’s extremely exciting, ”he added.

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