The Coca-Cola system in Kenya has today unveiled the Real Magic brand philosophy and platform that invites everyone to celebrate the real magic of humanity.
The Real Magic platform includes a new design identity for the Coke Trademark which includes Coca-Cola, Coca-Cola Light/Diet Coke and Coca-Cola Zero Sugar anchored by a fresh expression of the Coca-Cola logo. The Hug logo is inspired by its representation on Coca-Cola’s iconic packaging and lifts the curved Coca-Cola trademark on bottle and can labels to provide a visual signature that will embrace and frame moments of magic across Coca-Cola’s communications.
As part of the Real Magic campaign, Coca-Cola will have various activities geared towards engaging consumers especially during the festive season. There will be mall activations, discounts and offers on products, which will lead to the big Iconic festive season which will culminate in the best festive ever celebration that will include a colorful Christmas caravan in select locations across the country.
The platform refreshes the brand’s trademark promise – to unite and uplift people every day – with renewed relevance for the world we live in today. The platform is built from lessons of the last 18 months: that we can find magic all around us when we come together in unexpected moments that elevate the everyday into the extraordinary. It also acknowledges the many contradictions experienced as new generations find harmony and human connection in a virtual and divided world.
Real magic will be a long-term brand philosophy and belief that will drive and guide marketing and communications across the Coca-Cola Trademark.