WORLD – Coca-Cola has introduced a new global marketing philosophy and platform called Real Magic, which invites everyone to celebrate the true magic of humanity. The platform is reminiscent of Coca-Cola’s main message – to connect and celebrate people every day – which is even more important for the world we live in today.
The platform is based on the lessons learned over the last 18 months – that we can find magic all around us when we gather in unexpected moments that make everyday life more beautiful. It also recognizes the many contradictions that new generations have experienced as they try to find harmony and human connection in the virtual and divided world.
Real Magic marks the first new global marketing platform for Coca-Cola since 2016 and introduces itself along with the refreshed visual identity of Coca-Cola, as well as the new perspective of the Coca-Cola logo. Inspired by unique Coca-Cola packaging, the Hug logo holds a curved Coca-Cola trademark on the labels of bottles and cans. This “hug” will visually embrace and frame the magical moments of Coca-Cola’s range of communication activities.
Coca-Cola is collaborating with artists, photographers and illustrators to revive the Real Magic concept through the presentation of the Hug logo. Through their special and unfiltered views, they will bring to life moments of everyday magic in ways that are inclusive and collective, but also individual and expressive. Design partners are Wieden + Kennedy London, KnownUnknown and Kenyon Weston.
More information is available at link.
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Source: PORTAL by marketingmreza.rs.
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