Coca-Cola Unveils ‘Real Magic,’ New Global Brand Platform

Brand Introduces Real Magic, Its First New Global Platform Since 2016 and reveals the “Hug,” a New Perspective on the Iconic Coca-Cola Logo and its first global campaign “One Coke Away From Each Other,” under the platform

Coca-Cola Co (NYSE: KO) has launched a new global brand philosophy and platform called Real Magic.

Real Magic marks the first new global brand platform for Coca-Cola since 2016 and reveals the “Hug” as a new perspective on its logo.

In 2016, Coca-Cola launched a new “One Brand” global marketing strategy through a campaign called “Taste the Feeling.”

“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,” said Manolo Arroyo, Chief Marketing Officer.

To activate the campaign in Kenya, consumers will be taken through an exciting journey which will include a virtual reveal of the campaign, in-store activations, fantastic offers for our customers. 

“We look forward to launching the Real Magic platform here in Kenya and across the other markets in the East and Central Africa franchise as we share and celebrate the Real Magic™ moments in our everyday lives.  We will celebrate the diverse lives of Coca-Cola drinkers around the world like never before, with the aim of uniting and uplifting people,” said Isabelle Kariuki-Rostom, Frontline Marketing Director, Coca-Cola East and Central Africa Franchise.

“Through the Real Magic platform, we ultimately want to engage people very differently through an ecosystem of unique and ownable experiences,” Arroyo said. “’One Coke Away From Each Other’ has been built for, and with, a community that demands something different than what they may have come to expect from Coca-Cola. In developing this campaign, we’ve partnered with the best creators, with gamers, with Twitch and with others to find our place in reality unlike any we’ve known before. That’s tremendously exciting.”