Coca-Cola unveils new global brand platform for Coca-Cola trademark
Coca-Cola unveiled 'Real Magic,' the brand’s first new global brand philosophy and platform since 2016, which invites people to celebrate the real magic of humanity.
The platform refreshes the brand’s trademark promise, to unite and uplift people ever day, with renewed relevance for the world of today. The platform is built around lessons taken from the last 18 months, and the idea that people can find magic around themselves when they come together in unexpected moments. 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. 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,” says Manolo Arroyo, CMO at the Coca-Cola Company.
Real Magic was launched alongside a refreshed visual identity for Coca-Cola, in addition to a new perspective on the brand’s logo. Inspired by its its representation on Coca-Cola’s packaging, the “Hug” logo lifts the curved Coca-Cola trademark on bottle and can labels to provide a visual signature. The logo aims to embrace and frame moments of magic across Coca-Cola’s communications.
Coca-Cola collaborated with artists, photographers and illustrators to bring the concept of Real Magic to life through the embrace of the “Hug” logo. Through their own lenses, the artists aim to 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.
“Real 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,” Arroyo says.