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OFFON

THE COCA-COLA COMPANY

(KO)
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Delayed Quote. Delayed Nyse - 11/26 01:10:00 pm
53.73 USD   -3.07%
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Coca Cola : Five Years After, Coca-Cola Unveils New Global Brand

10/07/2021 | 05:06am EST

Coca-Cola has unveiled a new global brand philosophy and platform called Real Magic, which invites everyone to celebrate the real magic of humanity.

The platform, which was unveiled on Wednesday, refreshes the brand's trademark promise - to unite and uplift people every day - with renewed relevance for the world we live in today. 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.

"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", says Alfred Olajide, Vice President and Managing Director, Coca-Cola Nigeria.

"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", he continued.

Real Magic marks the first new global brand platform for Coca-Cola since 'Taste The Feeling' in 2016 and is being launched alongside a refreshed visual identity for Coca-Cola, as well as a fresh iteration on the Coca-Cola logo that will feature across Coca-Cola marketing. Inspired by its representation on Coca-Cola's iconic packaging, the "Hug" logo 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.

The campaign also features social and digital executions, as well as out-of-home activities, such as a star-studded launch event in Nigeria this October, featuring the country's biggest on-air personalities, artists, footballers, influencers and more. As a part of the campaign, Coca-Cola will also implement consumer engagement activities, with a view to rewarding fans and consumers.

"Coca-Cola is a brand defined by dichotomies: humble but iconic, authentic yet secret, real yet magical", said Manolo Arroyo, Chief Marketing Officer for The Coca-Cola Company. "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".

Copyright This Day. Distributed by AllAfrica Global Media (allAfrica.com)., source News Service English

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Financials (USD)
Sales 2021 38 079 M - -
Net income 2021 9 377 M - -
Net Debt 2021 31 720 M - -
P/E ratio 2021 25,2x
Yield 2021 3,11%
Capitalization 232 B 232 B -
EV / Sales 2021 6,93x
EV / Sales 2022 6,52x
Nbr of Employees 80 300
Free-Float 61,0%
Chart THE COCA-COLA COMPANY
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The Coca-Cola Company Technical Analysis Chart | KO | US1912161007 | MarketScreener
Technical analysis trends THE COCA-COLA COMPANY
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Income Statement Evolution
Consensus
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Mean consensus OUTPERFORM
Number of Analysts 26
Last Close Price 53,73 $
Average target price 62,43 $
Spread / Average Target 16,2%
EPS Revisions
Managers and Directors
James Quincey Chairman & Chief Executive Officer
Brian John S. Smith President & Chief Operating Officer
John Murphy Chief Financial Officer & Executive Vice President
Nancy W. Quan Chief Technical & Innovation Officer
Barry Charles Diller Independent Director
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