Coca-Cola is launching a new global brand philosophy and platform targeting young people and bridging the gap with the virtual world of gamers. Even the logo is getting a new twist.
Hub logo and CGI
Coca-Cola is introducing a new brand philosophy: with ‘Real Magic’, the soft drink giant wants to celebrate the “real magic of humanity”. The new style, which will be rolled out globally as of today, is mainly aimed at the younger generations who the brand says “experience many contradictions when seeking harmony and human connection in an increasingly virtual and divided world”.
That’s why even the iconic logo will get a refresh: inspired by how the logo embraces cans or bottles, the words will, from now on, look like they are bent inwards, as if in an embrace. Coca-Cola calls it the ‘hug’ logo. It is the first time since 2016 that the cola manufacturer has launched a new global brand platform.
The first new campaign under the Real Magic banner targets gamers. “One Coke Away From Each Other” is developed for and with the gaming community, uniting the real world together with the virtual world. The TV ad features three well-known gamers, DJ Alan Walker, Team Liquid’s Aerial Powers and Average Jonas, collaborating with live streaming platform Twitch and computer graphics designers.
