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Coca-Cola unveils new global brand platform

Coca-Cola has unveiled a new global brand platform called Real Magic.

It disclosed this in a statement made available to our correspondent.

The statement said, “The platform 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.

“It also acknowledges the many contradictions experienced as new generations find harmony and human connection in a virtual and divided world.”

Speaking at the unveiling, the Vice President and Managing Director, Coca-Cola Nigeria, Alfred Olajide, said, “Real Magic is not necessarily a major departure from our messaging in the past.

“In fact, it still captures the essence of the Coca-Cola brand, whose long-term brand philosophy and belief encourages people to indulge in a sense of community, and to view life with a renewed sense of purpose.

“Through the Real Magic campaign, we seek to have a fresh perspective on the quotidian moments we typically dismiss or forget and highlight how these shared mundane experiences should be cherished.”

Chief Marketing Officer for The Coca-Cola Company, Manolo Arroyo, said, “Coca-Cola is 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”.

The company added that ‘Real Magic’ was its first new global brand platform since ‘Taste The Feeling’ in 2016.

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