Coca-Cola unveils new global brand trademark platform
Inspired by its representation on Coca-Cola’s iconic packaging, the “Hug” logo 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.
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”.
‘Real Magic’ marks the first new global brand platform for Coca-Cola since 2016 and it’s being launched alongside a refreshed visual identity as well as a new perspective on its logo to feature across Coca-Cola’s marketing.
Inspired by its representation on Coca-Cola’s iconic packaging, the “Hug” logo 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.
“Real Magic is not simply a tagline or a one-off campaign” said Manolo Arroyo, Chief Marketing Officer for The Coca-Cola Company, “it’s a long-term brand philosophy and belief that will drive and guide marketing and communications across the Coca-Cola Trademark.”
Real Magic launches with a new campaign called ‘One Coke Away From Each Other’.
The campaign also features social and digital executions as well as Out-Of-Home. In select markets, Coca-Cola is running a code-hunt where people can win prizes including gameplay sessions with celebrity gamers. As part of the campaign Coca-Cola will award prizes to consumers who find and enter the hidden codes on a Coca-Cola micro-site in participating countries.
