The Coca-Cola system in Kenya has 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 the bottle and can labels to provide a visual signature that will embrace and frame moments of magic across Coca-Cola’s communications.
“Real Magic brings out a visual presentation of Coca-Cola’s brand history and is a way of embracing every day extraordinary moments that help to make the world we are living in a better place. It encompasses every element of the Coca-Cola brand. As part of our global strategy, Real Magic invites consumers to celebrate everyday magic moments of humanity” said Debra Mallowah, Vice President, Coca-Cola East and Central Africa Franchise.
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.
“We are excited to be the first market in Africa to launch and roll out the Real Magic philosophy and platform and to introduce the new logo in our products and communication. We want to get the consumers into the festive mood with exciting activities that will enables us bring out the best of real magic moments in everyday situations,” said Isabelle Kariuki-Rostom, Frontline Marketing Director, Coca-Cola East and Central Africa Franchise.
The platform is built from lessons of the last 18 months: that people can find magic around them when they come together in unexpected moments that elevate every day into the extraordinary. It also acknowledges the many contradictions experienced as new generations find harmony and human connection in a virtual and divided world.
The company says real magic will be a long-term brand philosophy and belief that will drive and guide marketing and communications across the Coca-Cola Trademark.
“If you look back at most of the campaigns we have launched globally, our mission has been very consistent and clear, spread happiness and bring joy to our consumers. We believe the new brand philosophy will resonate with our consumers all over the world; that we can all experience real magic in real moments when we come together. The intent of this campaign is to provide a simple and intuitive navigation system that carries across all Coca-Cola variants, while simultaneously celebrating the Coca-Cola logo,” said Diego Recalde, Vice President Marketing, Coca-Cola Africa Operating Unit.