Coca-Cola unveils a new global brand philosophy and platform called ‘Real Magic’, inviting everyone to celebrate the real magic of humanity.
The platform refreshes the brand’s promise: ‘to unite and uplift people every day’, which redefines the way the company communicates, with renewed relevance for the world we live in today.
The brand also introduced a new perspective on its logo, in the shape of a ‘Hug’. This sees the logo take on the wraparound shape of their packaging to create a visual signature that embraces consumer interactions with Coke.
The company says the new platform is built from lessons of the last 18 months: that we can find magic when we come together in unexpected moments that elevate the everyday into the extraordinary. Based on this discovery, Coca-Cola intends to move away from broadcast communications to create an ecosystem of experiences for consumers.