Coca-Cola launches iconic campaign to celebrate humanity

Coca-Cola has unveiled its new global brand philosophy and platform, ‘Real Magic’, with a captivating launch event in Lagos. The campaign invites everyone to celebrate the real magic of humanity. ‘Real Magic’ marks the first new global brand platform for Coca-Cola since 2016, when it launched the popular ‘Taste the Feeling’ campaign.

Real Magic debuts with a digital film targeted at teenagers and young adults to attract them to a world where they are just ‘One coke away from one another’— inviting them to experience the world from a fresher perspective, one that encapsulates the belief that what unites us is greater than what sets us apart and celebrates our common humanity in the simple act of sharing a Coke together.

The new brand philosophy refreshes the brand’s trademark promise – to unite and uplift people every day – with renewed relevance for the world we live in. The platform is built on the belief that we can find magic when we come together and in unexpected moments that elevate the everyday into the extraordinary.

‘Real Magic is not necessarily a major departure from our messaging in the past. In fact, it still captures the essence of the Coca-Cola brand, whose long-term brand philosophy and belief encourage people to indulge in a sense of community, and to view life with a renewed sense of purpose,’ says Alfred Olajide, Vice President and Managing Director, Coca-Cola Nigeria

”Through the ‘Real Magic’ platform, we seek to have a fresh perspective on the quotidian moments we typically dismiss or forget and highlight how these shared mundane experiences should be cherished”, he continued.

‘Real Magic’ is being launched alongside a refreshed visual identity for Coca-Cola, as well as a fresh iteration on the Coca-Cola logo that places the brand as a symbol of optimism and togetherness. Inspired by its representation on Coca-Cola’s iconic packaging, the ‘hug’ logo lifts the curved Coca-Cola trademark on the bottle and can label to provide a visual signature that will embrace and frame moments of magic across Coca-Cola’s communications.