Coca-Cola’s new global brand philosophy and platform celebrates “the magic of humanity.” Dubbed “Real Magic,” the refresh is said to rise from lessons of the pandemic period during which people have pursued harmony and human connection in a virtual and divided world. Comments Chief Marketing Officer Manolo Arroyo: “We’re at an inflection point. The 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. ‘Real Magic’ is about creating a movement to choose a more human way of doing things by embracing our unique perspectives.”
The new platform is the first for the company since 2016 and encompasses a refreshed visual identity featuring a wraparound “Hug” logo that lifts the curved Coca-Cola trademark on bottle and can labels. Design partners include Wieden+Kennedy London, KnownUnknown and Kenyon Weston, as well as collaboration with many artists, photographers and illustrators to bring the concept alive through the embrace of the Hug logo.
“This is the most diverse visual representation of the Coca-Cola brand in our history,” says Rapha Abreu, the beverage company’s Global Vice President of Design. “It is diverse not only in the creatives who helped bring ‘Real Magic’ to life and the people featured in the work, but also in the different photography and illustration styles, colors and treatments used.”
First up: a new campaign called “One Coke Away From Each Other” by ad agency BETC London that blends real and virtual worlds, features well-known gamers, and portrays peace through Coke.