“Real Magic,” Coca-Cola’s latest Global Marketing Campaign to Launch in Kenya

Beverages manufacturing company, Coca-Cola, has released a new global brand philosophy platform, Real Magic, which urges everyone to celebrate the real magic of humanity.

The brand, which aims at  uniting  and uplifting people every day, is built from lessons of the last 18 months: that we can find the magic all around us when we come together in unexpected moments that elevate the everyday into the extraordinary.

According to Frontline Marketing Director, Coca-Cola East, and Central Africa Franchise, Isabelle Kariuki Rostom, Coca-Cola will celebrate the diverse lives of it’s consumers around the world like never before, with the aim of uniting and uplifting people.

Kenyan consumers will be taken through a virtual reveal of the campaign, in-store activations,  and fantastic offers,a move,that will usher in Coca-Cola into the big Iconic festive season, culminating into the best festive ever celebration with a colorful Christmas caravan in select locations across the country.

“We look forward to launching the Real Magic platform here in Kenya and across the other markets in the East and Central Africa franchise as we share and celebrate the Real Magic™ moments in our everyday lives,” Rostom explained.

Coca-Cola Chief Marketing Officer   Manolo Arroyo, has stated that  they are a brand defined by dichotomies: humble but iconic, authentic yet secret, real yet magical.

“The Real Magic philosophy is rooted in the belief that dichotomies can make the world a more interesting place,a world of extraordinary people, unexpected opportunities, and wonderful moments. At the same time, it captures the essence of Coca-Cola itself: a real taste that is indescribable, unique, a touch of real magic.”Arroyo noted.

According to the CMO, Real Magic is not simply a tagline or a one-off campaign: It is a long-term brand philosophy and belief that will drive and guide marketing and communications across the Coca-Cola Trademark.

‘Real Magic’ is the first new global brand platform for Coca-Cola since 2016 and is being launched alongside a refreshed visual identity for Coca-Cola, as well as a new perspective on the Coca-Cola logo that will feature across Coca-Cola marketing.

 Through the “Hug” logo, Coca-Cola’s trademark on the bottle,a visual signature that will embrace and frame moments of magic across Coca-Cola’s communications is portrayed.