Coca-Cola bets on "real magic" as the core of its new global marketing platform

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Gaming, eSports, ogres, knights, cosplay… Coca-Cola has made a real commitment to fantasy and imagination to present its new global brand platform, which it has called “Real Magic” . The beverage company blurs the boundaries between reality and fiction, between the gaming universe and real life, to invite consumers to recognise and celebrate the magic that permeates everyday life.

This is their first global marketing platform since 2016

This is the first global marketing platform that the company has azerbaijan number screening launched since 2016 and with it it seeks to capture its vision of the current world. “Real Magic” collects the lessons learned by the brand during the last 18 months, in which the pandemic has left its mark on consumption models, forms of communication and the relationship of companies with society. Coca-Cola's new philosophy is reinforced by its desire to unite people from all over the world and to seek enjoyment in the small things, turning everyday life into something extraordinary.

“ The world needs real magic more than ever, so we wanted to invite everyone to embrace the magic of humanity ,” said Selman Careaga, President of the Coca-Cola Global Category, during the launch of the campaign. “ With Real Magic, we have built a new philosophy that will guide what we do with our brand. It is an approach towards diversity, individuality of forms of expression and towards the democratization of our content .”

However, the multinational also recognizes that it operates in a context of contradictions , exemplified by the ability of the new generations to find real connection in a virtual world. Contradictions that, in turn, define the nature of Coca-Cola. “ Dichotomies define the Coca-Cola brand: humble, yet iconic; authentic yet secret; real yet magical ,” said Manolo Arroyo, Chief Marketing Officer of The Coca-Cola Company. “ The philosophy of Real Magic is based on the belief that these dichotomies enrich the world and make it more interesting. At the same time, it captures the essence of Coca-Cola itself: indecipherable, unique and with a truly magical touch .”